A senior drinks analyst has advised cider makers to learn from the mistakes and triumphs of craft beer.
Mintel’s Chris Wisson told the Cider Trends Summit 2015, orgainsied by M&C’s sister title, the Publican’s Morning Advertiser, said that in the past 18 months, the beer category had “bounced back” and cider sales had stalled.
“We should define craft cider while it’s in its infancy, it’s up to the industry to work together to protect this,” he said. “The misused term could become meaningless. Look at beer where 36% of drinkers are unsure of what craft beer means.”
Cider makers should tell consumers why the brand is premium, through focusing on the amount of juice content, type of apples used, if they are hand-picked and the skills used.
He advised producers to look to innovative brands in other drinks categories and their packaging, and learn from the rejuvenation of cans.
Wisson warned against cider makers “pushing flavour innovation too far”, and said the market should learn from the swift decline of RTD sales.
