Cider Sales Boom As Category Sees Entry Of Big Players (by

Posted: May 14, 2013 by Johan Botha in Alcohol, Beer News, Research, World wine news
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(Image courtesy Captain Grooviss)

(Image courtesy Captain Grooviss)


Hard cider sales are showing remarkable growth in the U.S. market as new brands inject dynamism into the category. Eagerly tapping into the trend, brewers including Boston Beer Co., MillerCoors, Anheuser-Busch InBev and others have all jumped into the cider pool.

The U.S. market’s top 10 cider brands increased by 62.6% to 9.58 million 2.25-gallon case depletions in 2012, according to Impact Databank. Most major brands, particularly domestic entrants, showed double-digit increases, including category leader Woodchuck, which grew 25% to 2.53 million 2.25-gallon cases.

Boston Beer Co. launched its Angry Orchard brand in 2011, and it did just 40,000 cases in that year. But last year it gained national distribution and grew to within striking distance of Woodchuck, hitting 2.2 million cases.

In February 2012, MillerCoors’ Tenth and Blake craft-import unit purchased Crispin Cider Company of Minneapolis. Crispin, which was launched in 2008, quickly gained a presence beyond its regional base once MillerCoors took over. Last year, brand volume more than doubled to 714,000 cases.


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