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Cider makers target authenticity with UK cider 'alliance'

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A consumer-facing trade organisation has been set up in the UK to capitalise on the trend towards "more authentic, naturally-produced foods from artisan producers".

Cider is Wine, which was founded late last year, will highlight its members' use of traditional production methods as well as ciders made using 100% apples or pears. According to the group, the definition of cider in the UK allows producers to use as little as 35% apples, with concentrated apple juice also being permitted.

"The production methods used by mass market cider producers can put traditional … cidermakers at something of a disadvantage, whilst cider drinkers are perhaps not being sold the quality product they may have believed," said Cider is Wine founder and CEO, Alistair Morrell. "The 'cider is wine' statement gets to the core of an issue about what goes into making a product. Cider produced in this uncompromising way needs to be understood, discussed, and enjoyed in the same way as the very best wines."

Among the companies that have signed up to the cross-category group are Gospel Green and Pilton Cider in England, as well as Sweden's Brannland Cider.

Where can the cider category find future growth? - Research in Focus


Sectors: Beer & cider

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