Provided they get the range right, the much-reported advent of the promiscuous consumer should probably concern brand owners more than it does operators. While some drinkers may have forsaken their ‘usual’ big-name brand for an ever-changing array of craft, artisan and small-batch drinks, as long as operators can match their range to customers’ aspirations, the cash all goes in the same till. Cider is as susceptible to changing consumer trends as any drinks category.
Figures from CGA Strategy* show that cider continues to make inroads in the eating out market. In the year to the start of August 2016, cider grew by 2.4% in volume and 3.2% in value across the on-trade as whole. In hotels, there was a 5.1% increase in value, while restaurants saw a 2.2% value increase.
Fuller’s has invested in the Stable, a pizza and cider restaurant brand created by Richard and Nikki Cooper
Masters of both wine and cider gathered at the Thatcher’s Arms in Essex to persuade diners to vote for their selected matches with the menu.