Sales figures for cider have overtaken those for beer for the first time ever in British off-licences. Cider has experienced a massive renaissance since young drinkers took to enjoying it poured over ice, supported by marketing campaigns from manufacturers Magners and Bulmers. Cider sales increased by 29% in the last year, with shoppers spending £453m on it compared to £447m on ales and bitters, which grew by only 2%. However, cider has some way to go before catching up with lager sales, which are at £2.8bn. The Daily Telegraph 2/6/07 page 10 The Times 2/6/07 page 40