Rekorderlig is expanding in the US

Rekorderlig is expanding in the US

US cider consumption is to jump by 12% a year over the next five years as newer markets grab the lion's share of growth from the UK, a new report has said.

Growth in the US will outpace the average global growth rate of 5%, while Australia will also increase consumption every year by 12% to 2020, according to a Canadean report released this week. Along with South Africa, these countries will account for 70% of the additional 640m litres of cider consumed globally in the five-year period.

The increases will cut back the UK's market share of cider consumption, which is expected to drop from 41% this year to 33% in 2020, according to the report.

Cider companies are targeting the US as a major cider market as consumers turn away from mainstream beer brands towards craft and new innovations such as Anheuser-Busch InBev's Lime-a-Rita range of spirit-based beers.

Last year, Thatchers launched its Gold cider brand in the US while Chili marketing, the team behind Swedish cider Rekorderlig, is opening new offices across the country.