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.
