Following news that Kiwis now drink more cider than RTDs and that more Brits drink cider than lager (though not nearly as much of it), industry figures in the UK show sales of premium cider in the “take home” sector were up almost NZ$20m on the year before. As is the case in New Zealand, many of these purchases were made at supermarkets and grocery stores.
The National Association of Cider Makers (NACM) confirmed that consumers are drinking more cider than ever before and trading up for pricier, artisan versions of the drink. Chair Paul Bartlett said “for a number of years, cider has been the star performer and what is clear is that people are seeking out excellent drinks – both good quality mainstream ciders and really premium products often enjoyed with food. It proves that, even when times are tough, cider drinkers are prepared to pay more for a high quality product that they really enjoy.”
A similar trend appears to be happening in New Zealand with a strong growth in cider sales and an increasing diversity of ciders, many from artisan or craft cider makers, appearing on the shelves.
Supermarkets in the United Kingdom are major retailers of cider, just as they are here. One of the largest chains is Tesco which has reportedly grown the number of lines of cider it stocks by 60% since 2001. It has tripled the number of premium cider products it on its shelves in order to meet demand.