Posts Tagged ‘Cider’

(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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Cider sales down in the UK!

 

C&C has reported an 11.9% volume decline in its third quarter UK cider sales, adding weight to recent moves within the sector to pursue growth in other markets.
Although the Magners brand owner pointed out that this result represented an improved performance on first half sales, which it attributed to increased off-trade promotional activity, it remarked: “There has been little discernible improvement in the trading environment for UK LAD [Low Alcohol Drinking] in the third quarter.

“It remains a tough market for brand owners and the increased competition in cider is adding to pricing pressure.”
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