The cider industry needs to support pubs to avoid brands being de-listed, according to CGA Strategy.

“Licensee research highlights that there’s not enough out there to help the licensee and not enough driving a passion for cider in licensees,” said CGA Strategy client services director, Rachel Perryman, speaking at the Cider Trends Summit in Bristol.

“Seven in 10 outlets now stock four or more packaged ciders, but the opportunity for expanding the range in the fridge is becoming limited. We asked licensees: ‘How many packaged ciders do you consider to be a sufficient range?’ The majority said two and only 25% said four. “The licensee mind-set suggests we could start to see a rationalisation in packaged ciders,” said Perryman.

“Understanding how licensees decide what to stock is key to avoiding de-listing and supporting licensees to tap into consumer motivations for drinking cider could help drive sales and margin. While there is lots of great brand innovation that focuses on consumer, the cider industry needs to educate & support the licensee. It needs to engage licensee & consumer alike to avoid rationalisation from the fridge and bar,” explained Perryman.

”Cider companies need to demonstrate how the range of ciders available tap into different consumer needs, occasions and day parts. They need to help licensees to message points of difference in their cider range in same way they would communicate cask ale or craft beer,” she added.

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