Cider popularity on the rise

Cider industry bosses estimate that drinkers will consume an extra 704 million pints a year by 2018.

Paul Bartlett, chair of the National Association of Cider Makers (NACM) was a keynote speaker at a sell-out conference in Chicago recently. He said: “The cider market both at home and abroad has grown dramatically over the last ten years, and over the next decade we will see another massive increase in the global consumption of cider.

“This is being fuelled by a number of factors. In some markets – such as the USA – consumers are re-discovering cider. There is a growing appreciation from US consumers of cider and recognition that there is an authentic American cider heritage.

“British producers – such as Aspall, Thatchers and Westons – are driving this cider renaissance forward by investing in this market and expanding the export of their product.

“In other countries, an increase in the popularity of cider can be put down to the growth of fledging cider makers, and the investment of UK producers to inform and educate consumers.

“British cider makers have led the way by demonstrating the positive impact which innovation and investment can have on the market, and cider makers in other countries are now following suit and grasping at that opportunity.”

The UK already produces half the cider in the world – and experts predict the UK market alone will grow by 119 million pints a year by 2018

Gordon Johncox, managing director of Aston Manor Cider said: “Without question China represents an enormous market of great potential. The contact established on the trip is already helping us explore how to sell into that market.”

NACM figures show British cider makers currently produce half of all cider in the world.

Mr Bartlett said: “The UK market will continue to grow and it remains vital to producers, though increasingly they will also look overseas to be able to expand their businesses.

“There is increasing demand and opportunity for the export of British cider and that is something to be celebrated.

“Cider makers big and small across the UK are looking to overseas markets to achieve growth over the next few years – and many are already achieving great success.”