Magazine article Marketing

Cider Presses Ahead with Sales Boom

Magazine article Marketing

Cider Presses Ahead with Sales Boom

Article excerpt

Cider presses ahead with sales boom

Following two fine British summers, sales of cider are at an all time high. New drinkers and new products have acted to lift most sectors, leading to growth in the packaged sector in particular.

In fact, bottled, canned and flagon-presented cider is taking an increasing share, accounting for nearly three fifths of all sales by volume in 1990.

Supporting this growth is the pursuit of higher profit margins. Hence, an increasing number of on and off trade outlets are supplying the modern breed of cider drinkers. No longer the domain of young single men quenching their thirst on a summer's day, premium and low alcohol products are increasingly attracting many other types of consumer.

Sales of packaged products are also reducing price sensitivity. However, these new stars have yet to address the pattern of infrequent and lightweight consumption. Likewise, they have yet to overcome cider's status as a point of entry for teenagers into the drinks market. …

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