When cider’s popularity started to gain increased momentum a decade ago, preference was found in several mainstream brands such as Magners or Bulmers. Consumer taste has since gained a thirst for diversity, searching for new varieties of refreshment by seeking alternatively unique flavours.
With a wider range of brands available a noticeable demand in flavoured cider has stemmed from cocktail and wine-drinkers looking for a crisp and refreshing substitute.
Premiumisation is also an area that’s impacted consumer expectation in the cider market. Alongside new and innovative flavours, consumers are looking for a high-end product that maximises quality with refreshment. Usually in the form of draught craft ciders or in bottles, consumer taste is beginning to lean toward exclusivity of premium brands, whether it’s leisurely drinking or looking for an accompaniment with a meal.
An operator should use its limited shelf space to reflect on the industry trend of consumers drinking less but choosing a high-quality brand. Whilst there may still be an interest in canned ciders, an operator’s stock of this should be assessed, stocking appropriate levels deemed required for demand. Dependent upon the establishment it may be that quirky canned ciders offered by many microbreweries actually increase a bar’s general appeal.
Glass bottled cider is seen as a more premium product that is also easily accessible for consumers joining the trend. Depending on retail space available, operators should explore as many flavour varieties as possible in order to satisfy the curiosity of consumers. Brands such as Kopparberg and Rekorderlig are continuously broadening their ranges of flavours, lessening the need to stock many different brands to supply large varieties. With this said, deep consideration of offering a number of branded options is essential. It may be that consumers have alternative brand loyalties or are deterred by the taste of just one flavour of a brands portfolio.
Whilst choosing amongst the many premium brands can be daunting, an operator should take their time to research to find which brands are the most popular for their particular market, whilst offering the largest variety of flavours. A restaurant may provide three cider brands to accommodate limited shelving space along with other beverages to accommodate their customer base. A retailer could need ten or more brands to meet varied demand from a customer base that covers all markets.
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