The lines between FABs and modern ciders are becoming increasingly blurred. The consumer base is very similar with many young drinkers switching between the two. Currently ciders are faring better but as Crabbies has shown, cider may well lose out if the pendulum swings the other way.
The latest HMRC figures to May point to a growth again for cider this year; however, cider has a reputation for being very weather sensitive, and the exceptionally cool and wet weather in Quarter 3 will have repercussions. Canadean has thus assumed a performance just slightly below flat.
Until relatively recently, there was limited demand for imported ciders in the UK and volumes were very modest. This changed with the launch of Magners and the over ice concept, firstly in Northern Ireland and then into Great Britain in 2006. 2006 was also the year that a little known Swedish brand, Kopparberg, arrived into the UK. Since then Kopparberg has built up a considerable following and put the unique concept of Swedish cider onto the map. Other ciders from Sweden have joined Kopparberg but only Abro’s Rekorderlig has registered any sizeable volume. Both Kopparberg and Rekorderlig have prospered in 2011 helping total imports to show strong growth. In 2011, reported imports made up around 18% of consumption – import figures seem to omit some Magners volume.
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