Walking into a supermarket and you’d be forgiven for thinking that cider is the nation’s new favourite beverage. The aisles are packed with apple, pear and other fruit variants. For many Strongbow, Magners, Thatchers and Bulmers are the main names they’d associate with cider.
It's not just the familiar names though. UK brewing's biggest names are have entered the market with:
- Somersby from Carlsberg
- Carling's British Cider
- Stella Artois' Cidre
It’s not surprise that the the brand owners Carlsberg, Molson Coors & AB InBev are diving into the cider market.
- Sales are up massively with 60% of consumers now drinking cider, an increase of 47% since 2011 (Marketing Week 2013)
- Innovation in the category is now appealing to new audiences such as women and 18 - 24s (Mintel, 2013)
- Despite this, almost two-thirds of cider is consumed by the over 35s (TGI, 2012)
A measure of the importance of the cider category is the level of marketing investment behind these launches. From Sommersby poking fun at Apple to billboards from Carling, the big players are gambling heavily on grabbing a large slice of this lucrative market.
What's the impact of this competition going to do for the category? Will big spend launches help maintain the growth in the category? Or will poor products put consumers off? Our latest post considers some of the risks posed by these developments.
Are big brand ciders good for the category?
Company: Clarity PR Ltd
Contact Name: Jason Navon
Contact Email: jason@clarity-comms.co.uk
Contact Phone: +44 (0) 7974 924853
Contact Name: Jason Navon
Contact Email: jason@clarity-comms.co.uk
Contact Phone: +44 (0) 7974 924853