Cider 'explosion': Aston Manor drives on-trade ambitions with Marston's deal

Aston Manor’s apples produce heavyweights brands such as Crumpton Oaks, Kingstone Press and Frosty Jacks. The cider maker has announced an exclusive deal with Marston's for rights to signature on-trade premium cider Kingstone Press sales, and the pubco aims to distribute it to as many of its 6,000 sites as possible.

On-trade ambitions

Aston Manor is not renowned for presence in pubs, with only 10% of sales currently coming on-trade. But it has aspirations to ramp up Kingstone Press to 50% on-trade.

Glen Friel, sales and marketing director at Aston Manor, said: “This deal is a really big step towards us achieving our goal of growing Kingstone Press into a nationally distributed, top 10 draught cider brand.”

Aston Manor has over 300 acres of orchards in Malvern, Worcestershire, and has nearly completed a project to plant 400,000 trees on a thousand acres of new orchards.

Simon Barnes, director of on-trade sales at Marston’s, said: “The cider world has exploded in the last few years. There are a huge amount of outlets with two or three pumps. More and more we are noticing our customers are responding to consumer demand for a wider range of draught cider on the bar."

Widening the appeal

Aston Manor is aiming to capitalise on a trend towards premium products - following the craft beer industry's success. Its new product Friels, a 7.2%abv premium cider, will be sold in 330ml cans in pubs.

Head cider maker at Aston Manor Rodney Clifford (above) said the company is aiming to widen the appeal of cider with Malvern Oak, a 6% still, dry cider served in a 750ml bottle.

“It goes perfectly with food, and could accompany a meal in a pub. It’s not necessarily sensible to go to work after having a bottle of wine with dinner, but this is a lower alcohol alternative,” he said.

Clifford is responsible for a vast range of ciders which cover the whole market.

He gave the PMA ​an insight into how he expertly runs the huge orchards.

'Husbandry'

The trees at Aston Manor often produce above average weights of apples, for many more years than expected.

“As long as you look after them and give them some sort of husbandry, they will keep growing,” Clifford explained. 

Aston Manor grows 70 varieties of cider apple. Orchards are planted on a slope to prevent flooding and famine.

“We bring the branches at right angles to the stem with elastic bands. It makes them stronger and stops branches snapping,” Clifford explained.

The cider industry, though competitive, is supportive with many cider makers willing to share knowledge and expertise.

“There’s nothing worse than not helping someone. Making bad cider, now that’s bad for everyone. 30 years ago it was more inconsistent, now the whole standards are up. The whole industry benefits from good cider makers, and it’s important to keep and support other regional ciders.”

But some things are out of control of even the most experienced.

The orchards try to ensure trees produce apples every year, but some frustratingly produce fruit bi-yearly.

“A woman can’t have a baby every nine months,” Clifford joked.

“What is round the corner no one quite knows; Disease, weather, environmental changes. Our harvest is late this year because of the weather. That’s the way of nature, and may it never change.”

Cider trends

Clifford has overseen trends towards lower alcohol content and added flavours, but is an advocate of sticking with apples.

“We’re trying new ideas all the time,” he said.

“But cider is made from apples and from pears, anything outside of that isn’t strictly cider.”

More than 80% of cider sales come from apple products, despite the recent rise in the popularity of flavoured varieties.

Craft

Much has been made of the use and misuse of the word “craft” in the beer industry.

But Clifford does not see it as a major influence for cider makers.

 “Traditional is craft, it’s about taking care and attention, and using traditional methods,” he said.

Aston Manor encourages moving away from the impression that something on a large scale can’t be as good in quality as small batch.

Aston Manor has been driving Kingstone Press with sponsorship of Rugby League, and as the finisher drink of Tough Mudder.

Marketing director Freil added: “Reaching so many drinkers in this way establishes Kingstone Press as a growing brand. Going forwards we will continue to make significant investment to raise the brand profile and boost performance in the on-trade.”