Ever heard of the "aggregation of marginal gains"? It's a theory that was used to huge success by Sir Dave Brailsford when he was performance director of British Cycling.
As disappointing as the rejection to support "all pub-goers and beer, cider and perry drinkers" is, perhaps we can still see some rays of hope?
With summer on the horizon you may well be turning your thoughts to your cider selection. Perhaps you are wondering whether that Durian & Kumquat variant still justifies its space in the fridge but have you considered what fruit cider to have on tap?