Blog: One bad apple
Chris Brook-Carter | 25 November 2003
Walk into a UK pub or bar and contemplate the array of drinks on offer, and one that many people would not consider is cider. Unless, of course, you walk into a pub in the west country. A recent trip to Somerset confirms that, in this small pocket of the United Kingdom at least, cider is alive and well. But times have been tough for the drink.
Since around 1995, cider volumes have been down and value has been eroded. As the popularity of cider has taken a beating, so has its relevance to retailers. The emphasis has been more on “buy one, get one free” or “50% extra free” than trying to “sex up” the image of cider to a new generation of drinkers. Peter Spencer, managing director of Matthew Clark, makers of Blackthorn and Gaymer’s Olde English, is well aware of the situation. “Most people tend to associate cider with either their first teenage hangover, or men with pipes and beards.”
The fiasco at Bulmers, and the subsequent acquisition of the company by Scottish & Newcastle, has redirected the focus in the industry away from this main issue. These have been interesting – and difficult – times for those in the business of making cider. But Matthew Clark has recently made a strong statement of intent for the future. The company remains committed to the cider business, and believes that it is a strategic imperative for both Matthew Clark and its owner Constellation.
What the industry needs is a market leader to take control of the perceptions surrounding cider drinking. Be it Bulmers or Matthew Clark, the sooner these issues in the British drinkers’ heads are challenged, the sooner the choppy waters of the past eight years can be greeted by a calming, golden sunrise.
Want to know how to make it to the top of the beverage business? According to Muhtar Kent, it's all about the networking....
A red sticker to a shopper is like a red rag to a bull. And as the masses charge at the deals, UK off licences and supermarkets are finding new and novel ways to entice the herd. ...
To celebrate its 250th anniversary, Cognac brand Hennessy is trumpeting a virtual time capsule, making a parallel between it and a barrel of Cognac....
Rarely do sponsorship deals pay off so quickly. ...
- Comment - Diageo CFO to North America? Do the Math
- Hail Marie Brizard: But, For How Long?
- 5 reasons why Constellation's Meiomi buy works
- Focus - Edrington's FY Performance by Brand
- Pernod relies on Indian whiskey to crack Africa
- Diageo sells "non-core" Gleneagles
- Diageo ditches Shui Jing Fang plans in China
- Diageo CFO Mahlan to head up N America
- William Grant partners Rugby World Cup
- Pernod Ricard allays Havana Club shortage fears
- Global liqueurs insights - market forecasts, product innovation and consumer trends research
- Edrington Group in Spirits (World)
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review
- The IWSR Company Profile 2014 – Remy Cointreau
- Global Tequila insights - market forecasts, product innovation and consumer trends research