Oh Brother!

AT A time when doom is piled high upon economic doom, it would be reasonable to assume that those working within a sector that is experiencing its best trading figures for decades would be happy. According to data-gatherer Nielsen, combined sales figures for cider in the on and off-trade doubled between 2004 and 2008.

You would think so, but it is not so. There are those within the cider industry that are not content to count their blessings. They are committed to talking to anyone and everyone who will listen to them about what they claim are the inequities of product development that creates new and exciting brand propositions. This is more than a little ironic, because this is exactly what others did when they introduced ice to cider, a move that, in turn, revived the fortunes of those who now protest so much.

Why so much angst?​

So what is it specifically that is causing certain parties in the pear and apple-pressing business so much angst? Believe it or not, it's the subject of flavour - or flavours, to be precise.

It seems that mixing cider with different varieties of fruit will take the whole cider sector crashing down a slippery slope to oblivion. Such an end, we are told, is certain.

Strangely, at Brothers Drinks we saw sales of flavoured pear cider grow by more than 70 per cent in 2008. But apparently this is all wrong.

We must learn from those who 'know better' that we are not meeting growing consumer demand for high- quality drinks that match the lifestyles of a diverse customer demographic.

We are, we are told, in some way leading consumers into a scenario in which they will suddenly turn upon us and the cider sector as a whole. I know it's hard to identify how we will get from point A to point B in this journey, but there we are. We have been told.

Of course, in all sincerity, Brothers recognises that it is important to recognise and remain loyal to the traditions of cider production and the associated brand equity it provides. But even if there was a time when everyone drank copious amounts of traditional cider, never had hangovers, left their front doors open in safety, and smoked 60 Woodbines a day in the process of living to be 100, we cannot go back to that period.

We do have to use high-quality ingredients, but just as importantly, we have to give pubs the products that consumers really have an interest in and want to buy.

So, at Brothers Drinks we have decided to take a brave stance. We accept we have been given full warning and therefore take full responsibility for our actions. We have girded our loins, stilled our fears and calmed our beating hearts as we embark upon that most daring of journeys.

Yes, we're going to give consumers what they want. And damn the consequences.

Nikki Langford is trade marketing manager for Brothers Drinks​