Today cider is a rapidly growing sector of the drinks market, appealing to young and old alike. The big cider producers are spending large sums of money to develop the market, whilst there is an increasing number of smaller producers, often based in the traditional cider-apple growing counties of Somerset and Herefordshire.
Cider is a traditional English drink that has been produced for hundreds of years. Often made by the farmer’s wife and served to the farm labourers at harvest time. Good quality cider tended to attract the best workers to that farm, so competition to produce the best possible cider was fierce!
One leading producer is Westons Cider. Still family-owned, they have been growing apples and producing cider in the village of Much Marcle in Herefordshire for over 125 years. Throughout this time they have always tried to make the very best quality, traditional cider with a characteristic rich and fruit-filled flavour. Trailers of local fruit still arrive from local orchards and the cider is still matured in massive old oak vats. The result is a range of ciders for various tastes including some from the past and some for modern tastes - Old Rosie, Stowford Press Export, Henry Westons Vintage Reserve, and Premium Organic Cider & Premium Organic Pear Cider. Westons combine their cider making skills with a thoroughly modern approach to marketing and distributing their product. Growth in sales in recent years has been meteoric.
Westons as a company is committed to supporting smaller retailers and are making great efforts to ensure that product availability and pricing help them to stock the brand profitably. And as part of their support for rural retailers, they have recently joined the RSA as a Partner. Over the next few months, the two organisations will be will be working together to support the sector. Bob Patch, the company’s National Account Manager, said, “This is a great opportunity for us to work closely with a large number of independent retailers especially as the cider market is showing tremendous growth. We are unique in that we have such a wide range of ciders, all just that little bit different from the norm.”
The increased numbers of people drinking cider mean that retailers do need to review the range they are offering customers. Add in the fact that more people will be staying in the UK rather than going abroad over the summer, the weather is predicted to be good and the result should lead to a lot more people enjoying a refreshing glass of Westons premium ciders.
We suggest that in addition to stocking it in the alcohol section, you also display premium ciders where possible in secondary sites as well e.g. alongside seasonal offers such as barbeque and picnic foods or with complementary “food matches” such as traditional English cheeses or roast hams.