Look carefully and you'll find a cider for all occasions.
Consumption of cider has doubled in the last 20 years, which is not surprising when you consider that two and a quarter million people are enjoying cider every week, this equates to 11 per cent of the adult population.
With the broad range of cider styles available in both draught and packaged formats there is a compelling business case for any type of outlet to stock a number of different ciders and build new and incremental sales by taking cider seriously.
You will need to consider the usual issues of category management:
Product quality and serve:
- Chose a quality cider that celebrates the refreshing differences that cider offers.
- Matthew Clark ciders, like Blackthorn and Gaymers Olde English, are unique as they are ambient-filtered, clear and bright ciders.
- Significant investment has been made into both the cider mill and to English orchards that provide the fruit.
- The investment made means the cider makers at Matthew Clark are able to produce excellent ciders, consistently of the highest quality.
- Cider is an impulse purchase so make sure that packaged ciders are given prominence in the chiller cabinets.
- Use nucleated glasses to present cider at its best.
The occasions for cider
Only considering cider when the sun shines will mean missing incremental and profitable sales all year round.
- Cider with food - from Blackthorn "Curry Clubs" to Addlestones cask-conditioned cider with a traditional Ploughman's lunch.
- Both draught cider and premium packaged ciders like Diamond White and Diamond Red will feature in the repertoire of "Up 4 It" drinkers on big nights out/celebrations.
- Sharing a refreshing Blackthorn after sport is excellent, whether you are a participant or a spectator.
- Cider cocktails. Use cider as the base for cocktails or pitchers and see sales soar.
A cider to suit
Matthew Clark cider produces five of the top 10 draught cider brands in the on-trade, more than any other cider maker, and with the leading packaged ciders like Diamond White and K they truly are THE cider company.
With such a significant cider portfolio there is a compelling business case for every type of outlet to identify the opportunities to stock a number of different ciders and build new and incremental sales.
The preferred cider can vary by both style and regional preference. You need to consider:
- mainstream amber ciders like Blackthorn and Gaymers Olde English
- cask-conditioned ciders like Addlestones and Taunton Traditional
- packaged ciders like Diamond White, Diamond Red and Diamond Fruzion
- remember regional preferences are important eg Red C in the North East and Special Vat in South Wales.
Show it and sell it
- Give Blackthorn a prominent place at the bar.
- Consider a second font, even if it is a "dummy".
- Branded and original flag handles offer real "stand-out".
- Packaged ciders are profitable and sell well when given prominent space in the chiller cabinets.
- Recognise the impact of other branding opportunities eg Blackthorn branded glasses or permanent point-of-sale and other merchandised material.
Promotion deciders
Cider is a profitable drink for publicans and a part of the repertoire of drinks that millions of consumers enjoy. This means it is important to run a number of specific promotions on cider throughout the year.
Promotions can encourage trial, increase footfall, increase brand/category awareness, encourage switching, increase sales, encourage repeat purchase and reward customer loyalty.
To run promotions effectively:
- have clear objectives eg increase trial of Gaymers Olde English.
- plan appropriately eg order in kegs of Blackthorn
- communicate the plans eg staff briefed and consumers informed via Blackthorn posters etc
- consider health and safety, gaming legislation etc
- measure and evaluate against the goals you set in advance.
There are three main types of promotion:
- value added eg Blackthorn or Diamond White competitions or giveaways
- price promotions eg discounted price for a pitcher of Gaymers Olde English
- linked promotions eg Blackthorn "Curry Clubs" to build wet and dry sales.
Matthew Clark CiderSimon Russell: 01275 890351Nicola Randall: 01275 890778