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.
A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....
Last month, SPI Group unveiled its latest advert for Stolichnaya in the US. Its an amusing little number that caries the instruction: Drink what you want. The “I am man” ad looks to distance Millennia...
Who do you work for? I ask, merely to draw your attention to just-drinks’ company pages....
This weekend sees yet another “International Day” for a drinks category. Lucky us. Anyway, ahead of Sunday’s International Cachaça Day, here’s a wealth of information on Brazil’s national spirit, cour...
- Diageo's Q4/FY 2016 results - Preview
- Diageo's FY performance by region - Focus
- Wine consumption and its health effects
- Time to take stock of Constellation's Corona
- The future for drinks industry's waste products
- Diageo sets sights on alcohol-alternative trends
- SABMiller puts brakes on A-B InBev integration
- "We tried to make Bushmills hot" - Diageo CEO
- Diageo names new TR head as Doug Bagley exits
- Brexit "not a big deal" for Scotch - Diageo CEO
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends