What's new

Nigel Huddleston finds that cider's renaissance has prompted the introduction of a raft of new products

Already the upturn in cider sales has spawned a mass of product launches, some genuinely new and exciting, others clearly just replicating what is already available. For every Magners-alike to hit the market, there's been the launch of something organic, fruit-flavoured or imported to capture the imagination.

Gaymer has pitched its Orchard Reserve against wine as a "with food" option, and headed out into speciality ale territory with the re-launch of Addlestones. Managing director John Mills says there's more to come, but not just for the sake of it. "We want to do a few things really well, not just chuck out another three this year," he says. "We've tried to be long-term in our thinking."

Taking ownership of the drink

Hinting at their future direction he adds: "One of the things that attracts the Magners drinker is the theatre and the way they can take ownership of the product, taking it back to their table with the bottle, the ice and the glass, and topping it up. There are still other elements that could work with a cider brand in getting that kind of involvement. We've got an idea behind it, but it won't be out until next year."

Martin Thatcher, managing director of Thatchers, says the trend towards lighter products seen in the beer market will translate into cider too. "The abv levels will come down and we'll see more volume between 4% and 5% abv," he says. "We're not going to see as many entrants as we have in the past at 7% or 8%."

He also expects to see more developments on fruit-flavoured ciders. "Pear-cider products seem to be very popular at the moment," he says. "Perry is always something that consumers are interested in without there being a great deal of understanding of the term outside the west country or [beyond] a few people who are into it."

But he feels the industry has to stick to its cider roots when introducing fruit-flavoured products, ensuring they are cider with added fruit rather than confections that happen to have cider on the label.

Barry Chevallier Guild at Aspall also notes the emergence of pear cider, though his company has followed a different route with its launch of Perronelle's Blush, a 5.4% abv cider flavoured with a dash of blackberry liqueur.

"Pear cider seems to be where the growth is at the moment, but we'll see more fruit-based alternatives to cider in the future."

Chris Carr at Merrydown reckons that "we'll see a lot of people jump on the bandwagon, particularly with own-label and tertiary brands, but there will also be more premium cider with fruit like Jacques coming through".

Developments in the pipeline

S&N was quick off the blocks with the launches of Jacques alongside Sirrus and Bulmers Original, and marketing manager for ciders Stephen Mosey says there's more in the pipeline, though exactly what he won't say.

But don't expect to see any Magners line extensions any time soon. Maurice Breen, Magners' marketing director, says: "We've got nothing in the short term. Draught cider has been mooted around the trade, but it is more of the same for us in terms of investment behind the single brand."