drink
Season of Cider
by Inapub Team
"New fonts will not only drive increased stand-out at busy bars up and down the country, but cutting-edge insulation tech will ensure Kopparberg drinkers have the same deliciously fruity and refreshing drinking experience wherever they may be."
Cider and summer are synonymous. Yes, we know it’s a drink for year-round, but with sales reliably spiking at the same time as sun lotion sales do, there’s a lot to catch up on to get your offer summer-ready. Especially after two years of uncertainty. In the summer edition of the Inapub magazine we take a look at what’s new in the market in our “Season of Cider” feature
Flavours have been a key way into the cider category for at least the past decade. “Fruit ciders deliver 42 percent of value sales in the cider category in the on-trade – worth more than £565m to outlets – and we expect demand to rise as the weather gets warmer,” says Mark Bentley, on-trade category controller at Molson Coors Beverage Company. And with their ability to follow current trends, they remain important for attracting new drinkers.
Strawberry & Lime accounts for a whopping 31% of all fruit flavoured packaged cider in the UK, [1] and Kopparberg’s Strawberry & Lime is the number one bestselling single bottled fruit cider flavour in the ontrade.[2] Now, Kopparberg is aiming to bring the success of Strawberry & Lime to draught in pubs and bars up and down the country, and all in time for summer. Currently 75% of total on-trade draught cider is apple, despite there being significantly more fruit cider drinkers in the UK, showing a clear opportunity for fruit cider on draught.[3]
Rob Salvesen, Head of Marketing at Kopparberg said, “We are incredibly excited to launch our brand-new industry-leading draught fonts in time for summer. New fonts will not only drive increased stand-out at busy bars up and down the country, but cutting-edge insulation tech will ensure Kopparberg drinkers have the same deliciously fruity and refreshing drinking experience wherever they may be.”
Take a look at the full feature here as we also take a look at new flavours, apple ciders, low and no and bag in box options
[1] IRI, Total Market, Total Cider, 52wks 17/04/22
[2] CGA Data, Packaged cider, value share, MAT to 01/01/22
[3] CGA On Premise Measurement Data, Bar Segment, to 01/01/22 & IRI, Total Market, Total Cider, 52wks 20/03/22