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Craft and fusion: the next step for ciders?

Manufacturers need to do more to enhance the appeal of cider in the UK – and craft production and sensory fusion is the way to success

Raquel Perez-Lopez Canadean

While the cider market has undergone a revolution over the last two decades, consumers still see cider as a beverage they only turn to occasionally. 

A total of 19% of UK consumers have drunk cider in the last six months, but 57% of those cider drinkers only do so occasionally, a new consumer survey by Canadean reveals. The key challenge for manufacturers is to enhance the premium and experiential credentials of cider to make the beverage more compelling. The survey shows that, despite the UK cider market being worth £4.0 billion in 2014 (up from £3.2 billion in 2010), more can be done to further increase sales by offering artisanal or mixed ciders.

Two-thirds (62%) of cider drinkers say that they would be interested in craft ciders, with the desire for such products highest among younger adults. The concept of craft cider refers to artisanal brands that are positioned around purity, high quality ingredients and extra care in the production process. Attributes such as authenticity, craftsmanship and quality appeal to consumers who are looking for something extra in their beverages – and cider is no exception here.

Another option for the cider market is to enhance sensory appeal by fusing cider with other alcoholic beverages such as wine and spirits. A total of 41% of cider drinkers say that they are interested in fusion products, again especially younger adults. Fusion cider offers something new and exciting and appeals to the trendsetting consumers. Long gone is the perception that cider is a low cost, high ABV beverage and instead it is now seen as a trendy drink.

All numbers used in this text are based on a Canadean survey of 2,000 UK-based adults, conducted in November 2014.

19 January 2015