Suddenly, everyone wants cider! Cider sales in the UK went up by a staggering 28% in 2006. The growth is expected to continue rising.
Cider has suddenly become fashionable, and the driving force behind this trend is Magners. They decided to package in pint bottles and pour it over ice. Now the humble alcoholic apple is suddenly every drinkers must have!
Employees at rivals Bulmers saw theover ice trend approaching long before it surfaced, but the management ignored their suggestions. As a result, Magners now has a strangle hold in the cider market, and left the established market leaders crying in their beer!
Whilst draught cider Strongbow is still the number one brand, Magners is right behind it and chasing! If Magners was available through the pumps that might be a very different story.
The trend toward cider drinking has seen a raft of new products arrive in the market place. Pear cider is back on the shelves again, Addlestones and Thatchers being particularly fine examples. Organic ciders and ones specifically aimed at the wine market have popped up. Gaymers Orchard Reserve is a truly fine example of an alternative to the mighty grape.
Where will it all stop? There is no sign of sales slowing down, and as summer approaches - the biggest season for cider sales - it seems the only way is up!