Cider may not be the drink that immediately springs to mind when it comes to Christmas fare, but this year, at least, it has something going for it.
To begin with, cider is enjoying a surge of popularity once more, thanks in part to Scottish Courage's support for market leader Strongbow and the phenomenally successful launch of Magners.
Alongside that, smaller brands are also performing well having carved out a role for themselves among discerning drinkers.
One of them is Suffolk cider Aspall. Established in 1728, it can hardly be said to be a new brand but sales have doubled over the past year and sales and marketing director Barry Chevallier, a descendent of the firm's founder Clement Chevallier, is looking forward to a bumper Christmas.
"It may seem a bit odd but December is one of our best performing months," he says. "It's a time of celebration when people will trade up from a mainstream cider and you also get people who don't usually go into pubs and who don't want to drink beer - so they'll turn to cider.
"They want a drink to taste nice and if we can deliver that to those people then we'll have a convert for life."
He also believes that the way pubs serve cider is important in enticing new drinkers. Aspall is selective about where it places its cider. Food-led destination pubs and town centre gastropubs are particular targets and it's currently in about 300 houses on draught and in bottles.
Aspall works with the licensee to get the presentation right and that includes a stemmed branded pint glass.
"It's very distinctive and achieves the 'what's that?' effect," explains Barry. "It adds to the experience and helps overcome the preconception people have that they don't like cider. They are more prepared to give it a go when they see it in that glass."