WEST0NS CIDER REPORT - Ashdale Business Consulting

 
WEST0NS CIDER REPORT - Ashdale Business Consulting
WESTONS CIDER REPORT 2018                                                                                                         WEST0NS
                                                                                                                                  CIDER REPORT
Welcome to the third edition of Westons Cider Report, our annual review of the cider marketplace,
trends & the cider consumer. We hope you find it an enlightening & enjoyable read.

             Westons-Cider.co.uk                              © H. Weston & Sons Ltd, The Bounds, Much Marcle, Ledbury, HR8 2NQ   2018
WEST0NS CIDER REPORT - Ashdale Business Consulting
WELCOME                                                                                                                    CIDER INDUSTRY HEADLINES

                                                                                                                                                                                              £2 BILLION                   .98
                                                                     TO THE THIRD EDITION OF THE WESTONS CIDER REPORT

                                                                     A note from HELEN THOMAS,
                                                                     MD of Westons Cider & 4th Generation Westons Family Member
                                                                     Welcome to the Westons Cider Report 2018, our annual review of the cider
                                                                     marketplace.
                                                                                                                                                                                                             CIDER IS WORTH £2.98 BILLION A YEAR IN THE UK,
                                                                     The cider industry has once again evolved over the past year, it remains a
                                                                                                                                                                                                             AND IS THE BIGGEST CIDER MARKET IN THE WORLD
                                                                     resolutely dynamic marketplace with new brands, packaging and producers all

                                                                                                                                                                                                          3.5              %
                                                                                                                                                                                                                                           2.2          %
                                                                                                                                                                                                                                                                          27             %
                                                                     emerging over the past year. Fruit cider is now a firmly established part of the
                                                                     cider marketplace, most notably in the on trade where draught fruit cider has
                                                                     delivered cider category growth in a challenging marketplace, while
                                                                     premiumisation and evolving formats have driven growth for cider in the off
                                                                     trade. In many respects the cider marketplace is unrecognisable to what it was                                                              CIDER HAS                    CIDER VOLUMES                   FRUIT CIDER
                                                                     a few years ago and it is this dynamism that makes the cider industry such an
                                                                                                                                                                                                              GROWN IN VALUE                   HAVE GROWN                     IS NOW 27%
                                                                     exciting place to work.
                                                                                                                                                                                                               BY 3.5% IN THE                   2.2% IN THE                      OF ALL
                                                                     Looking forward to the next few years, the cider marketplace is not without                                                                 LAST YEAR                       LAST YEAR                    CIDER SOLD
                                                                     challenges; changes in consumption habits threaten many on trade outlets

                                                                                                                                                                                              800MILLION
                                                                     where cider is drunk, while Minimum Unit Pricing threatens both pricing and
                                                                     promotions at varying levels of the off trade marketplace. However, past
                                                                     experience shows retailers, operators and cider makers will work together
                                                                     to innovate and evolve to meet these challenges head on.
                                                                     I hope you enjoy reading the Westons Cider Report 2018 and find it an
                                                                     enlightening read.

                                                                                                                                                                                               THE UK CONSUMES 800 MILLION LITRES OF CIDER A YEAR,
                                                                     TOM OLIVER of Oliver’s Cider,                      The real win though is the number of
                                                                     takes a global view of the cider category          millennials and younger men and woman
                                                                                                                        engaged in taking cider forward with a
                                                                                                                                                                                                       ENOUGH TO FILL 5 MILLION BATH TUBS
                                                                     and the exciting new North American
                                                                                                                        refreshing and vibrant approach,
                                                                     cider producers emerging at this year’s
                                                                                                                        both makers and consumers.

                                                                                                                                                                                                                                                      53 47
                                                                     CiderCon in Baltimore.                                                                                                                                                                     CIDER CONSUMERS ARE...

                                                                                                                                                                                                                           45.5                                   %                         %
                                                                                                                        Consumers who value gluten free, variety,

                                                                                                                                                                                                                                            %
                                                                     The mantra at CiderCon 2018 in Baltimore was       cider with food, innovative drinks and the
                                                                     “Big Tent”. The growth of the US cider industry,   comparatively lower alcohol, fruit based
                                                                     where the few long established, find the many      drink that cider is, fulfils all these desires.
                                                                     fast growing, anything goes, band wagon
                                                                     jumping producers emerging at speed.               Cider is searching for its heart and soul,
                                                                                                                        in a very public arena, there will be winners                                                       OF ALL UK HOUSEHOLDS
                                                                     Orchard based, “apple forward“ cider makers
                                                                                                                                                                                                                                                                MALE                FEMALE
                                                                                                                        and losers but then, what do you expect?
                                                                     alongside “cull juice multi ingredient batch”                                                                                                                BUY CIDER
                                                                     beverage producers. A real desire to make          Cider is on the up.
                                                                     this burgeoning cider scene work for all.
                                                                     The surge of regional cider producers

                                                                                                                                                                                                                  ON TRADE                              OFF TRADE
                                                                     is the latest manifestation of this growth.

                                                                                                                                                                                                                                                   VS
CONTENTS                                                                                                                Westons Cider would like to thank the following contributors to the
                                                                                                                        Westons Cider Report 2018                                                 CIDER VALUE SHARE
                                                                                                                        Written and compiled by
03 | Cider Industry Headlines
04 | Westons Updated Segmentation
                                                                     16 | The On Trade Cider Drinker
                                                                     17 | On Trade Recommendations
                                                                                                                        Matthew Langley – Insight & Innovation Manager
                                                                                                                        Emily Jenkins – Category Manager
                                                                                                                                                                                                                            62%                               38%
                                                                                                                        Rebecca Mussell – Technical Manager
05 | The Decline of Value White Cider                                CideR in the Off TRade
                                                                                                                        Data Sources:
                                                                                                                                                                                                  AVERAGE PRICE OF A PINT OF CIDER IN THE
06 | Fruit Cider, Here to Stay                                       19 | The Off Trade Marketplace
                                                                                                                        CGA On Premise Measurement Service, P12 2017                              ON TRADE £3.68 UP 8P IN THE LAST YEAR
07 | Cider and The Health Agenda
08 | The Global Cider Marketplace
                                                                     20 | Market Snapshot – Off Trade
                                                                     22 | Cider Formats
                                                                                                                        CGA Outlet Index December 2017
                                                                                                                        IRI - Data 52 weeks to 6th January 2018
                                                                                                                                                                                                                                                      CIDER VOLUME SHARE
                                                                                                                        Kantar Worldpanel, Purchase data, Cider, 52 w/e 31st December 2017
CideR in the On TRade                                                23 | The Top 10…
                                                                                                                                                                                                                                    36%                           64%
                                                                                                                        Kantar WorldPanel Alcovision, Cider, 52 w/e 31st December 2017
11 | The On Trade Marketplace                                        24 | The Top 5…                                    GlobalData – Data to December 2017
                                                                                                                        ONS, Adult Drinking Habits, May 2017
12 | Market Snapshot – On Trade                                      26 | The Cider Shopper and the Cider Drinker
                                                                                                                        ONS, Household Expenditure, January 2018
14 | The Top 5…                                                      28 | Cider Retailers                               Just Drinks 2nd August 2017                                                                                                   AVERAGE PRICE OF A PINT OF CIDER IN THE
15 | Trends                                                          30 | Off Trade Recommendations                     SIBA Members Survey 2018                                                                                                       OFF TRADE £1.25 UP 4P IN THE LAST YEAR
                                                                     31 | Westons Guide to Tasting Cider                Designed and produced by HRG UK Ltd

2H.Weston
© | Westons              CideR
          & Sons Ltd reserves             RepoRt
                              all rights to                 2018
                                            copying, distribution       |
                                                                  & decompilation of this publication.                                                                                        Sources: IRI, CGA Strategy                             HEADLINES | Westons CideR RepoRt 2018 | 3
WEST0NS CIDER REPORT - Ashdale Business Consulting
WESTONS UPDATED SEGMENTATION                                                                                                                                         THE DECLINE OF VALUE WHITE CIDER
It is over four years since we last reviewed our segmentation. Since then, both the cider marketplace and the cider                                                  Value White cider, that is cider typically of a strength of 7.5% ABV and often sold in 2 litre PET bottles (as per the full
brands that make it up have moved on. It is therefore time for a refresh.                                                                                            category segments description on the opposite page) have been in significant decline for some time.
                                                                                                                                                                     In the last year this segment has lost 2.6% of value and volume sales.
We have now moved to a simpler, channel neutral, segmentation. Left to right, it recognises cider brands positioning from traditional through
to contemporary and top to bottom describes the brands positioning on a sliding scale from artisan through to commodity.                                             It is an off trade only sector of the cider category and remains significant to off trade cider with over 48.8 million litres sold per year, representing
                                                                                                                                                                     9.5% of the off trade cider category volume.
                                                                                                                                                                     While in decline, it remains resilient despite the major multiples shunning the category. This is a sector of the market driven by independent grocers
CIDER SEGMENTATION                                                                                                                                                   and symbol groups, who collectively deliver 89.5% of value white cider’s volume.
                                                                                                                                                                     Traditionally, value white ciders are perceived by many commentators as ciders that are often drunk to excess or irresponsibly, while this Cider Report
                                                                            ARTISAN                                                                                  has no detail on consumption habits to prove or disprove these claims, the market data makes it clear value white cider is in decline.

                                                                                                                                                     CONTEMPORARY
                                                                                                                                                                     New Duty Band & Minimum Unit PRicing
                                                                            CRAFTED
            TRADITIONAL

                                                                                                                                                                     Significantly, two pieces of legislation have emerged in the last year that have presented themselves as a potential solution to irresponsible or excessive
                                                                                                                                                                     consumption that many fall at the door of value white cider in the off trade, a new 6.9% + duty band and Minimum Unit Pricing (MUP). Both potentially
                                                                                                                                                                     could detrimentally affect the volumes of value white cider, however, as with much legislation there may be unintended consequences.
                                                                           PREMIUM                                                                                   The 6.9% duty band will effectively encourage value white cider producers to lower their ABV, from a typical 7.5% for a value white cider to 6.8%.
                                                                                                                                                                     For a 2 litre bottle of value white cider, this will remove 1.4 units per 2l bottle. While the legislation may help in achieving the stated aim of removing
                                                                                                                                                                     units of alcohol sold, it will have limited effect on the volume of cider sold.

                                                                        MAINSTREAM                                                                                   50p per unit of alcohol Minimum Unit Pricing (MUP) will be introduced in Scotland on 1st May 2018 and is likely to come into force in Wales before the
                                                                                                                                                                     end of 2018. One unit of alcohol being 1% alcohol per litre of product sold, for example a 500ml bottle of 5% cider will have 2.5 units in it.
                                                                                                                                                                     As a piece of legislation it is a fairly blunt tool. The data shows over 335 million litres of cider are sold below 50p a unit in the off trade, this represents
                                                                             VALUE                                                                                   65.4% of off trade cider volume, more importantly some unexpected products such as Thatchers Gold 10 x 440ml can, Bulmers 8 x 500ml bottle and
                                                                             AMBER                                                                                   Strongbow Cloudy 10 x 440ml can are sold below 50p a unit.
                                                                                                                                                                     Only 5.5 million litres of fruit cider are sold below 50p a unit, this represents 1.6% of sub 50p a unit cider volume and 4.7% of all off trade fruit cider sold.
                                                                              VALUE
                                                                                                                                                                     Clearly, the off trade cider category will have significant challenges from the impact of MUP, those just under 50p may be able to reformulate or absorb
                                                                              WHITE
                                                                                                                                                                     a price rise, those significantly below will be forced to increase the price or completely rethink their business model. Either way this coming year will
                                                                                                                                                                     be a challenge for cider in the off trade.

                                                             COMMODITY
It is an inverted pyramid to acknowledge the nearer to a commodity a brand gets the harder it is for a cider brand to flex a traditional or
contemporary positioning.

                                                                                                                                                                        SELECTED CIDERS PRICES & WHAT THE PRICE
THE SEGMENTS The segments can be described as follows:                                                                                                                  COULD BE WITH A 50P MINIMUM UNIT PRICING (MUP)
CRAFTED                         PREMIUM                           MAINSTREAM                     VALUE AMBER                       VALUE WHITE
ABV range of 4-8.4%             ABV range of 4-5.5%               ABV Range of 4-5.5%            ABV of 6% & under                 ABV of 6% & above
Crafted is at the top end of    The premium sector is             Mainstream cider sits at the   The value amber sector is         Value white cider is a sector
the cider segmentation,         where many of the                 middle of the cider            where amber ciders                that houses high ABV ciders
home to both the most           established fruit cider           category, and houses many      marketed as a value               sold on a value proposition.
traditional and                 brands are found, sitting         of the larger volume cider     proposition are found,            There is no distribution for
contemporary products.          just below crafted, these are     brands, who enjoy high         advertising support for           these brands in the on
In the on trade, brands will    brands that will have both        advertising spend and high     these brands is limited.          trade, therefore it is a sector
typically be packaged in        high advertising spend and        brand awareness.               In the on trade distribution      that does not feature in the
single serve glass bottles,     high brand awareness.             In the on trade brands are     is via draught, brands sold       on trade market data.
keg or bag in box for           In the on trade, brands are       typically available on         here are heritage brands          In the off trade value white
draught serve.                  typically available in bottles,   draught, in the off trade      sold on a value proposition,      brands are sold in 2 & 3l PET             FROSTY JACKS                  THATCHERS GOLD                  CRUMPTON OAKS                    STRONGBOW                     STOWFORD PRESS
In the off trade, brands are    though increasingly draught       brands are typically           therefore it is a small           bottles, as well as cans.              3L PET BOTTLE 7.5%             10 x 440ML CAN 4.8%               2L PET BOTTLE 5%             20 x 440ML CAN 4.5%              4 x 500ML CAN 4.5%
typically packaged in single    serve is available.               packaged in cans, often in     and declining sector in           Distribution is entirely
serve glass bottles, though     In the off trade, brands are      multipacks and sold in both    the on trade.                     convenience focused with                     CURRENT                       CURRENT                         CURRENT                         CURRENT                         CURRENT
increasingly single serve       typically packaged in glass       convenience stores and         In the off trade, brands are      very limited distribution in
                                                                  multiple retailers.                                                                                         AVERAGE PRICE                 AVERAGE PRICE                   AVERAGE PRICE                   AVERAGE PRICE                   AVERAGE PRICE
cans are an emerging            bottles, often multipacks                                        typically sold in either 2l PET   the major multiples.
format. The distribution will   and increasingly cans, these      Example brands include         bottles or cans, distribution     Example brands include                            £4.17                       £8.88                           £2.62                          £12.05                           £4.30
be supermarket focused          brands are distributed            Strongbow (including Dark      is convenience focused,           Frosty Jacks, Omega
with many brands regional,      through convenience and           Fruit and Cloudy variants),    price marked packs are a          and Pulse.                                       PRICE WITH                 PRICE WITH                      PRICE WITH                      PRICE WITH                      PRICE WITH
some key brands national.       multiple retailers.               Thatchers Gold, Stowford       common feature. Many
                                                                                                 brands are own label
                                                                                                                                                                                    A 50P MUP                  A 50P MUP                       A 50P MUP                       A 50P MUP                       A 50P MUP
Example brands include                                            Press and Magners.
                                                                                                                                                                                    £11.25                    £10.56                           £5.00                          £19.80                           £4.50
                                Example brands include
Henry Westons Vintage,          Rekorderlig, Kopparberg                                          propositions.
Aspall Draught,                 and Old Mout.                                                    Example brands include
Cidersmiths, Hawkes Urban                                                                        Woodpecker, Dry Blackthorn,
Orchard and Stassen.                                                                             Hawksridge and Crofters.

4 | Westons CideR RepoRt 2018 | Westons Updated Segmentation                                                                                                         Sources: IRI                           THE DECLINE OF VALUE WHITE CIDER | Westons CideR RepoRt 2018 | 5
WEST0NS CIDER REPORT - Ashdale Business Consulting
FRUIT CIDER, HERE TO STAY                                                                                                                                                    CIDER AND THE HEALTH AGENDA
Fruit cider is now an important component of any retailer’s cider fixture, with retailers assigning anything up to half of                                                   The UK population as a whole is consciously adopting healthier lifestyle choices and moving to a healthier relationship
their cider fixture to fruit cider products, and cider makers large and small, mainstream and crafted, being increasingly                                                    with alcohol. The government’s own statistics show the UK is experiencing a decline in the total amount of alcohol
creative with the serves, flavours and propositions.                                                                                                                         consumed, combined with a rise in teetotalism.

However, fruit cider is a fairly new entrant to the cider category and was initially dismissed by many as a passing fad. Data from GlobalData shows that                     In 2002 the percentage of household expenditure on alcohol, tobacco or narcotics was 3.6%, in 2016 it was only 2.2%.
twelve years ago fruit cider barely registered in the UK market, in 2005 the 500,000 litres sold represented 0.08% of total cider volume sold, since then
it has consistently grown over the last twelve years to become 27% of the marketplace by the end of 2017.                                                                    Weekly alcohol consumption is in decline across all age groups and genders, now only 57% of adults claim to have drunk alcohol in the last week,
                                                                                                                                                                             down 6 percentage points in 10 years.
Fruit cider, with flavour profiles at the sweeter end of the scale is often accused of being RTD’s in all but name, however this sector of the cider category
has done much to revitalise cider by bringing in consumers who would otherwise not have entered the cider category.                                                          Younger consumers are drinking less than ever, 27% are now teetotal. Up 6 percentage points in 10 years. Crucially, teetotalism rises amongst younger
                                                                                                                                                                             consumers in large urban areas such as London and Birmingham.
In the on trade, data from CGA Strategy shows that fruit cider is bringing in more females to the cider category. Females make up 60% of fruit cider
drinkers, compared to 47% of all cider drinkers. CGA also shows fruit cider is introducing a younger consumer to the cider category with 50% of fruit                        The industry is already responding to this, there is an increased focus in quality not quantity in drinks serves in all sectors of alcoholic drinks, with many
cider drinkers aged 18-34 compared to 36% of all cider drinkers being 18-34.                                                                                                 operators and producers responding to the rise of the ‘Instagrammable serve’, where CGA Strategy have noted that 52% of 18-34 year olds have shared
                                                                                                                                                                             an image of their meal or drink on a night out. Additionally, there has been a long term trend in both the on and off trade of consumers paying more to
Similarly, in the off trade, Kantar Worldpanel shows that the fruit cider shopper is younger with 48% of fruit cider shoppers aged under 44, while only                      drink less as volumes have declined while value has risen.
33% of shoppers for all cider are under 44.
                                                                                                                                                                             Low/no alcohol products are rising in credibility and acceptance. Whilst a small area of the total drinks marketplace, it is growing with significant
So over the last twelve years, fruit cider has done an important recruitment job for the wider cider category, bringing in new consumers and driving                         innovation by drinks producers. It is a category now seen by consumers as a positive discovery choice based on taste flavour and experience rather
innovation through the myriad of new propositions in the marketplace.                                                                                                        than having to choose something when “you’re not drinking”.
Fruit cider is clearly here to stay. If current growth continues at the same rate, fruit cider will be 48% of all cider by 2023.                                             The implications and opportunities for the cider category are huge. Consumers are moving to focus on quality, taste and flavour over ABV, this means
                                                                                                                                                                             that cider producers that focus on quality, heritage, provenance and craftsmanship are in a strong position. However, the challenge is for cider
                                                                                                                                                                             producers to demonstrate these credentials with lower ABV products.
  ON TRADE FRUIT CIDER                                                               OFF TRADE CIDER                                                                         Cider as a sector has a huge ABV challenge, there are hardly any apple ciders below 4.5% ABV and almost all fruit ciders have an alcohol strength at
  DRINKER DEMOGRAPHICS                                                               SHOPPER AGE PROFILE                                                                     exactly 4% ABV. Compared to the beer marketplace, SIBA (Society of Independent Brewers) members beers average ABV is 4.2%,
                                                                                                                                                                             with lots of beers in the 3-4% ABV band and very few beers produced and sold above 5% ABV.

  BY AGE
                                                                                                                                                                             To succeed in this new and evolving competitive consumer environment, cider makers, retailers and operators need
                                                                                                18-44           44+
                                          18-34       35-54          55+                                                                                                     to work together to innovate to create visually appealing serves of great tasting ciders at a lower ABV.
                                                                                     100

                                                                                                                                                                                            27%
         FRUIT              50%                      38%             13%
                                                                                       80
                                                                                                      52%
        TOTAL             36%                   38%               26%
                                                                                       60
                                                                                                                                             67%
                                                                                                                                                                                          OF YOUNG
  BY GENDER FEMALE                                                    MALE
                                                                                       40
                                                                                                                                                                                      ADULTS ARE TEETOTAL

                                                                                                                                                                                            57%
         FRUIT                   67%                            33%                    20             48%
                                                                                                                                             33%
        TOTAL               47%                          53%                             0
                                                                                                          FRUIT                             ALL CIDER
                                                                                                                                                                                 OF ADULTS HAVE DRUNK
                                                                                                                                                                                ALCOHOL IN THE LAST WEEK
MARKET SHARE IN THE UK SINCE 2005

                                                                                                                                                                                            52%
          3%          3%          3%
100                                           5%          6%          8%          8%                      8%          7%           6%             5%            6%
                                                                                              9%
                                        1%

                                                    1%

                                                                2%

                                                                             3%

                                                                                  5%
                                                                                              9%         14%          18%          22%           25%
 80                                                                                                                                                            27%
                                                                                                                                                                                    OF 18-34’S HAVE SHARED
 60      97%         97%                                                                                                                                                            AN IMAGE OF A MEAL OR
                                 96%
                                             94%         92%                                                                                                                        DRINK ON A NIGHT OUT
                                                                     89%
                                                                                  87%        82%
 40                                                                                                       78%         75%          72%           70%           67%

 20

   0
         2005        2006        2007        2008        2009        2010         2011       2012        2013        2014          2015         2016           2017

6 | Westons CideR RepoRt 2018 | FRuit CideR, HeRe to Stay                                                                    Sources: IRI, CGA Strategy, CGA Outlet Index,   Sources: ONS, Just Drinks,                    CIDER AND THE HEALTH AGENDA | Westons CideR RepoRt 2018 | 7
                                                                                                                                            GlobalData, Kantar Worldpanel    CGA Outlet Index, SIBA
WEST0NS CIDER REPORT - Ashdale Business Consulting
THE GLOBAL CIDER MARKETPLACE
As Tom Oliver says in his foreword, cider has never been so exciting at a global level. Eight out of the top ten cider                                                  TOP TEN CIDER CONSUMING COUNTRIES
consuming countries are in growth, with Canada proving to be the star performer, growing at 20.5%.

                                                                                                                                                                        #
                                                                                                                                                                           1    UK                                        #
                                                                                                                                                                                                                            2        SOUTH AFRICA
The UK consumes the most cider, at 800 million litres which is twice as much as the nearest country, however Ireland is the thirstiest cider drinking nation,
with average Irish citizen drinking 14.8 litres of cider a year. Other countries who have significant cider drinking populations are Australia and South Africa.
Fruit cider has a mixed presence across the top ten nations. South Africa, the second biggest cider marketplace, has no fruit cider sales registering, while                                            800M LITRES                                     280M LITRES
                                                                                                                                                                                           %APPLE                                               A
                                                                                                                                                                                                                                              0% PPLE
                                                                                                                                                                                         64
the UK, Ireland and Canada registered a significant proportion of fruit cider sales.
                                                                                                                                                                                                        GROWTH 0.4%                         10          GROWTH 7.0%
Cider production is now truly global, with multinational operations dominating the top ten producers. While the UK is by far the largest marketplace, only
two of the top ten cider producers (Westons and Thatchers) are UK owned and based operations.                                                                                                           12.18 LITRES                                    5.0 LITRES
Looking forward, the trend of increased globalisiation of production and consumption of cider and the growth in influence of fruit ciders is set to continue.                                           CONSUMED                                        CONSUMED
There is a clear wealth of opportunity across the globe for cider.                                                                                                             6%                       PER PERSON                                      PER PERSON
                                                                                                                                                                             PEAR        7%             PER YEAR                                        PER YEAR

                                                                                                                                                                                                 D
                                                                                                                                                                                                  E

                                                                                                                                                                                     2
                                                                                                                                                                                           FLAVOUR
TOP 10 GLOBAL CIDER DISTRIBUTORS
                                 #
                                      1                                                                           #
                                                                                                                       2                                                #
                                                                                                                                                                           3    USA
                                                                                                                                                                                         98
                                                                                                                                                                                           %APPLE
                                                                                                                                                                                                        195M LITRES
                                                                                                                                                                                                        GROWTH -5.0%
                                                                                                                                                                                                                          #
                                                                                                                                                                                                                            4        AUSTRALIA
                                                                                                                                                                                                                                            82
                                                                                                                                                                                                                                              %APPLE
                                                                                                                                                                                                                                                        175M LITRES
                                                                                                                                                                                                                                                        GROWTH 2.4%
                                                                                                                                                                                                        0.6 LITRES                                      7.2 LITRES
                                                                                                                                                                                                        CONSUMED                                        CONSUMED

                                                                                                                                                                                                                                      9%
                                                                                                                                                                                                                              PEAR
                                                                                                                                                                                                        PER PERSON                                      PER PERSON
                                                                                                                                                                                                                                            %

                                     3                                                                                 4
                                                                                                                                                                                                        PER YEAR                                        PER YEAR

                                                                                                                                                                                                                                       9
                                #                                                                                 #
                                                                                                                                                                               2%                                          FLAVOURED
                                                                                                                                                                        FLAVOURED

                                                                                                                                                                        #
                                                                                                                                                                           5    SPAIN
                                                                                                                                                                                         97
                                                                                                                                                                                           %APPLE
                                                                                                                                                                                                        108M LITRES
                                                                                                                                                                                                        GROWTH 3.5%
                                                                                                                                                                                                                          #
                                                                                                                                                                                                                            6        CANADA
                                                                                                                                                                                                                                            76
                                                                                                                                                                                                                                              %APPLE
                                                                                                                                                                                                                                                        86M LITRES
                                                                                                                                                                                                                                                        GROWTH 20.5%
                                                                                                                                                                                                        2.4 LITRES                                      2.4 LITRES

                                #
                                     5                                                                            #
                                                                                                                       6
                                                                                                                                                                                                        CONSUMED                                        CONSUMED
                                                                                                                                                                                                        PER PERSON                                      PER PERSON
                                                                                                                                                                               3%                       PER YEAR                 1%         fl 23%      PER YEAR
                                                                                                                                                                                                                                              avo red
                                                                                                                                                                        FLAVOURED                                              PEAR              u

                                                                                                                                                                        #
                                                                                                                                                                           7    ARGENTINA
                                                                                                                                                                                             A
                                                                                                                                                                                           0% PPLE
                                                                                                                                                                                                        83M LITRES
                                                                                                                                                                                                                          #
                                                                                                                                                                                                                            8        FRANCE
                                                                                                                                                                                                                                            83
                                                                                                                                                                                                                                              %APPLE
                                                                                                                                                                                                                                                        76M LITRES

                                     7                                                                                 8
                                                                                                                                                                                         10
                                 #                                                                                #
                                                                                                                                                                                                        GROWTH -6.2%                                    GROWTH -2.9%
                                                                                                                                                                                                        1.9 LITRES                                      1.1 LITRES
                                                                                                                                                                                                        CONSUMED                                        CONSUMED

                                                                                                                                                                                                                                      10%
                                                                                                                                                                                                        PER PERSON       FLAVOURED                      PER PERSON
                                                                                                                                                                                                        PER YEAR                            %           PER YEAR

                                                                                                                                                                                                                                       7
                                                                                                                                                                                                                                PEAR

                                 #
                                      9                                                                        #
                                                                                                                    10
                                                                                                                                                                        #
                                                                                                                                                                           9    IRELAND
                                                                                                                                                                                          93
                                                                                                                                                                                            %APPLE
                                                                                                                                                                                                        71M LITRES
                                                                                                                                                                                                        GROWTH 2.0%
                                                                                                                                                                                                                          #
                                                                                                                                                                                                                            10              GERMANY
                                                                                                                                                                                                                                            84
                                                                                                                                                                                                                                              %APPLE
                                                                                                                                                                                                                                                        68M LITRES
                                                                                                                                                                                                                                                        GROWTH 1.5%
                                                                                                                                                                                                        14.8 LITRES                                     0.8 LITRES
                                                                                                                                                                                                        CONSUMED                                        CONSUMED
                                                                                                                                                                                    6%

                                                                                                                                                                        FLAVOURED                       PER PERSON              1%                      PER PERSON
                                                                                                                                                                                                        PER YEAR              PEAR          5%          PER YEAR

                                                                                                                                                                                                                                        1
                                                                                                                                                                               1%
                                                                                                                                                                             PEAR                                         FLAVOURED

8 | Westons CideR RepoRt 2018 | THE Global CideR MaRketplace                                                                                 Sources: GlobalData, IRI                                 THE GLOBAL CIDER MARKETPLACE | Westons CideR RepoRt 2018 | 9
WEST0NS CIDER REPORT - Ashdale Business Consulting
THE ON TRADE MARKETPLACE

            ON TRADE
                                   Cider in the on trade has been one of the strongest performing drinks categories over the past year.
                                   While wine, RTD’s, beer, soft drinks and spirits volumes have all declined, cider has enjoyed volume growth
                                   in 2017. Additionally, cider value growth has continued to outstrip cider volume growth, demonstrating that
                                   cider’s volume growth has not been discount driven.
                                   Cider & perry in the on trade is now worth £1.86 billion, this has been driven
                                   by sales of 2,865,716 Hl and is at 0.3% MAT growth, whilst value is in growth of                CIDER & PERRY IN THE
                                                                                                                                 ON TRADE IS NOW WORTH

                                                                                                                                    1.86
                                   2.4% MAT, equating to an increase in category value of £42.7 million. The drivers
                                   of this on trade growth are fruit cider, draught cider and crafted cider.

                                                                                                                                 £
                                   Fruit cider represents 36% of all cider volume sold in the on trade and is now
                                   worth £714.9 million, up 10.1% volume and 11.5% in value. This dynamic
                                   continues to be driven by draught variants of fruit cider, however, the evidence is

                                                                                                                                 BILLION
                                   that draught fruit cider is beginning to cannibalise packaged fruit cider as the latter
                                   declines. Draught fruit cider, which previously had seen dramatic triple digit %
                                   value and volume growth, still has impressive growth, but this has now slowed
                                   down to 38.0% volume growth and 41.4% value growth.
                                   While the sub category is described as fruit cider, there are very few propositions
                                   that are something other than berry flavoured in some way, it may better be                  FRUIT CIDER VOLUME IN THE
                                   described as a berry cider category. This does mean that meaningful innovation                 ON TRADE REPRESENTS

                                                                                                                                36             %
                                   opportunities must happen away from simple flavour extensions. For example,
                                   draught fruit cider has many opportunities to premiumise and build on the success
                                   Strongbow Dark Fruit has had in establishing fruit cider as a draught proposition.
                                   Pear cider has continued its steep decline (-22.6% in volume) and now represents
                                   less than 2% of cider sales, however pear cider still enjoys significant distribution,

                                                                                                                              £714.9
                                   suggesting operators and suppliers have not yet caught up with the consumer,                       NOW WORTH
                                   who moved on from pear cider some time ago.
                                   Apple cider on the surface has had a choppy year, where value (-1.6%) and volume
                                   (-3.7%) are both in decline. However, this masks a more complex dynamic within

                                                                                                                                MILLION
                                   apple cider. The largest apple cider brand remains Strongbow with 22.3% volume
                                   market share, however Strongbow has seen declines of –9.0% volume and -8.2%
                                   value. On trade apple cider with Strongbow excluded grew by 2.0%.
                                   Demonstrating that beyond Strongbow, the wider apple cider category is looking
                                   much healthier, with the next three biggest apple cider brands (Thatchers Gold,
                                   Magners Original and Stowford Press) all in value and volume growth.
                                   Draught cider represents 71% of all cider sold in the on trade. Draught cider has
                                                                                                                                PEAR CIDER HAS CONTINUED
                                                                                                                                    ITS STEEP DECLINE

                                                                                                                               -22.6
                                   seen growth in both value (+6.8%) and volume (+4.5%), while packaged cider has
                                   seen declines in both value (-5.0%) and volume (-8.8%). This churn is driving a
                                   movement of cider from the back of bar in the fridge to the front of bar on tap.
                                   Cider has seen significant inflationary pressures in 2017, where the average price
                                                                                                                                                    %
                                   per litre has increase 13p to £6.47, this works out as inflation of 2.2% for the year
                                   putting on trade cider broadly in line with the CPI inflation rate of 2.7%, apple cider             IN VOLUME
                                   has increased 13p a litre to £6.13, while fruit cider has decreased 8p a litre to £7.03.
                                   Draught cider follows the overall trend with an increase of 13p to £5.93 a litre,
                                   while packaged cider has increased by 32p a litre to £7.81 a litre. Much of this
                                                                                                                                DRAUGHT CIDER REPRESENTS

                                                                                                                                     71
                                   appears to be driven by significant above inflation price rises on the Bulmers
                                   portfolio of packaged ciders.
                                   Of the three business models used in the on trade, Free Trade makes up 49%
                                   share of cider volumes, while Managed outlets make up 28% and Leased and
                                                                                                                                              %
                                   Tenanted 23%. Free Trade (+1.0%) and Managed outlets (+0.8%) have experienced
                                   marginal growth in their cider volumes while Leased and Tenanted outlets (-2.0%)
                                   experienced marginal declines in their cider volumes, this is a continuation of the
                                                                                                                                    OF ALL CIDER SOLD
                                   trend we have seen for the last few years, where L&T cider volumes have been in                   IN THE ON TRADE
                                   long term decline.
                                   Looking at the cider marketplace regionally, for the second year running the
                                   only region not experiencing value growth is London where the market value is              LONDON IS THE ONLY REGION NOT
                                   declining by -3.3%. The drivers for this decline in London is a steep value decline         EXPERIENCING VALUE GROWTH
                                                                                                                                      DECLINING BY

                                                                                                                                 -3.3
                                   in pear cider of -39.8% and packaged cider of -7.6%. London historically has been

                                                                                                                                                   %
                                   a region that overindexes on packaged cider. Draught cider value however has
                                   held up at 0.3% growth.

10 | Westons CideR RepoRt 2018 |   Sources: CGA Strategy                 THE ON TRADE CIDER MARKETPLACE | Westons CideR RepoRt 2018 | 11
WEST0NS CIDER REPORT - Ashdale Business Consulting
MARKET SNAPSHOT - ON TRADE

£1 BILLION  .86                                                                                           CIDER VOLUME                                               CIDER VOLUME                                       CIDER VOLUME
                                                                                                          BY FLAVOUR                                                 BY TENURE                                          BY SECTOR
                                                                                                                               63%A                                                                                                  nst
                                                                                                                                                                                                                                          ream6
                                                                                                                                   P                                             3%
                                                                                                                                                                                                                                                  6
                                                                                                                                                                                      NTE
                                                                                                                                                                                         D                                         ai 1.7% GROWTH %
   IS SPENT ON CIDER & PERRY IN THE ON TRADE +2.4% YOY                                                                                                                            TE
                                                                                                                                                                                    NA                                            m

    71 29

                                                                                                                                                                            2
                                                                                                                                               PL

                                                                                                                                                                                &
                          %                                             %

                                                                                                                                                                                SED
                                                                                                                                                 E

                                                                                                                                                                             LEA

                                                                                                                                                                                                 %
                                                                                                                                                                                                        DE
                                                                                      - 3% YOY

                                                                                                                                                                                                   E TRA
                                                                                                                                                                                               49
                                           + 3% YOY

                                                                                                            36

                                                                                                                                                                                                FRE

                                                                                                                                                                                                                                                       5%
                                                                                                                                                                            2M8ANA
                                                                                                                    FR                                                            %

                                                                                                              %
                                                                                                                                                                                                              VALUE               9%               2
                                                                                                                                                                                                                                                 M E
                                                                                                                      UIT
                                                                                                                                                                              GE
                                                                                                                                                   2%                           D                             AMBER0%
                                                                                                                                                                                                              -52.1% DECLINE              PREMIUECLIN
                                                                                                                                                                                                                                               D
                                                                                                                                                                                                                                               -6.3%
                                                                                                                                                 PEAR                                                                  CRAFTED
                                                                                                                                                                                                                       16.9% GROWTH
       OF ON TRADE VOLUME IS DRAUGHT SERVE              IS PACKAGED SERVE

287MILLION
                                                                                                          REGIONAL PATTERNS OF CONSUMPTION
                                                                                                          % OF CIDER            YOY % VOLUME CHANGE
                                                                                                          VOLUME BY REGION
      LITRES OF CIDER & PERRY ARE CONSUMED +0.3% YOY
THAT’S 505 MILLION PINTS!

£3 2.2                 .68                                                    %
                                                                                                                                       SCOTLAND                                                                 SCOTLAND
                                                                                                                                          7%                                                                      +4.6%

                                                                                                                                                           NORTH                                                                 NORTH
                                                                                                                                                            EAST                                                                  EAST
                                                                                                                                                             6%                                                                  +3.8%

       AVERAGE PRICE FOR A PINT OF CIDER              ON TRADE CIDER INFLATION IS 2.2%                                                                          YORKSHIRE                                                              YORKSHIRE
                                                                                                                                              LANCASHIRE          10%                                                   LANCASHIRE       +0.7%
                                                                                                                                                 11%                                                                       -0.9%

                    ON TRADE CIDER DRINKERS ARE...

 53 47
   %  %
                                                                                                                                                         MIDLANDS                     ANGLIA                                   MIDLANDS                ANGLIA
                                                                                                                                                            17%                        6%                                        +1.0%                 +4.4%
                                                                                                                                     HARWEST                                                                  HARWEST
                                                                                                                                      WALES                                                                    WALES
                                                                                                                                       5%                           LONDON                                                                 LONDON
                                                                                                                                                                                                               +1.0%
                                                                                                                                                                      15%                                                                   -4.4%

                                                                                                                                   HARWEST                                                                   HARWEST
                                                                                                                                   ENGLAND                                                                   ENGLAND
                       MALE                                 FEMALE                                                                   13%                                                                       -1.9%

                                                                                                                                                                    SOUTHERN                                                               SOUTHERN
                                                                                                                                                                      10%                                                                    +2.1%

12 | Westons CideR RepoRt 2018 | MARKET SNAPSHOT - ON TRADE                        Source: CGA Strategy   Source: CGA Strategy                               MARKET SNAPSHOT - ON TRADE | Westons CideR RepoRt 2018 | 13
                                                                                                          (note some percentages have been rounded up)
WEST0NS CIDER REPORT - Ashdale Business Consulting
THE TOP 5...                                                                                                                                                                          TRENDS
TOP 5 DRAUGHT CIDERS                                                                                                                                                                  INFLATIONARY PRESSURE OR PREMIUMISATION?
The top five draught ciders account for 76.1% of total draught cider sales, down 0.9% from 2016. Collectively, the top                                                                Cider has seen price inflation of 2.1% in the last year,
five have grown 3% in the last year. The top five have lost market share, while still experiencing growth, this shows that                                                            meaning the average pint of cider has risen from £3.60 to £3.68.
draught cider in the on trade is in a healthy position as both leading and challenger brands are experiencing growth.                                                                 Packaged cider was one of the biggest drivers for this,

                                                                                                                                                                                                                                                                                   2.1%                           4.2%
                                                                                                                                                                                      seeing the price per pint rise 4.2% from £4.26 to £4.44.

   #
                      1             #
                                                 2                   #
                                                                                       3               #
                                                                                                                          4            #
                                                                                                                                                          5
                                                                                                                                                                                      Much of the increase in price does appear inflationary as, while
                                                                                                                                                                                      more premium brands such as Mortimer’s Orchard have seen
                                                                                                                                                                                      impressive growth, there have been price rises on individual
                                                                                                                                                                                                                                                                                      PRICE                           PRICE
                                                                                                                                                                                                                                                                                    INFLATION                       INFLATION
                                                                                                                                                                                      brands across the on trade - Strongbow Dark Fruit for example
                                                                                                                                                                                      has increased in price by 3.6%. Additionally, these price rises
      STRONGBOW

                                   STRONGBOW

                                                                                                                                                                                                                                                                                DRAUGHT                            BOTTLE
                                    DARK FRUIT

                                                                                                                                                                                      are broadly in line with the UK Consumer Price Index of 2.7%.
                                                                   THATCHERS

                                                                                                     STOWFORD

                                                                                                                                          SOMERSBY
                                                                                                         PRESS
                                                                                                                                                                                          CLOUDY CIDER GROWTH
                                                                        GOLD

                                                                                                                                                                                          5 brands in the top 20 draught ciders are cloudy
                                                                                                                                                                                          cider products, Strongbow Cloudy, Old Rosie,
                                                                                                                                                                                          Thatchers Haze, Addlestones and Rosie’s Pig.
                                                                                                                                                                                          Collectively these brands now account for 99,846hl,
Further down in the top 20, Strongbow Cloudy (+175%) and Thatchers Haze (+203%) have both delivered impressive growth. Cloudy draught cider
is now clearly establishing itself as a standalone drinks category beyond a niche. Mortimer’s Orchard (+45%) is delivering strong growth while offering                                   which represents 4.9% of all draught cider volume.
one of highest draught pint prices in the on trade at £4.27, showing consumers are still willing to trade up.                                                                             While this appears a relatively small niche it is fast growing, up 58%
                                                                                                                                                                                          year on year, and delivers a price premium to draught cider of 24p
                                                                                                                                                                                          a pint. The main driver of cloudy cider growth is distribution, up 72%

TOP 5 PACKAGED CIDERS                                                                                                                                                                     to 9,957 taps in outlets, this shows that outlets have actively invested
                                                                                                                                                                                          in the concept of cloudy cider. Clearly, cloudy cider is an area of the
                                                                                                                                                                                          cider category that is worth watching for further development.
The top five packaged products account for 51.1% of packaged cider volume. Three of the top five ciders are fruit ciders.
This is a category that – while in decline due to the rise of draught fruit cider – is getting sweeter in its taste profile as
the sweeter Strawberry and Lime variant of Kopparberg has overtaken the slightly more astringent mixed fruit variant.

   #
                      1             #
                                                 2                   #
                                                                                       3               #
                                                                                                                          4            #
                                                                                                                                                          5
                                                                                                                                                                                                                          STRONGBOW CANNIBALISATION
                                                                                                                     REKORDERLIG
                 KOPPARBERG

                                            KOPPARBERG

                                                                                                      STRAWBERRY & LIME

                                                                                                                                                                                                                          At a total brand level, Strongbow has grown 8.5% in volume year on year to 1,108,5457 hl,
  STRAWBERRY & LIME

                                                                                                                                                                                                                          this by any measure is an impressive performance for a cider brand that already has
                                                                    ORIGINAL (APPLE)

                                                                                                                                       ORIGINAL (APPLE)
                                                                                  MAGNERS

                                                                                                                                                     BULMERS

                                                                                                                                                                                                                          38.7% volume share of the cider category. However, this headline performance masks
                                                                                                                                                                                                                          a picture that suggests that Strongbow Dark Fruit is cannibalising the apple sub brand to
                                   MIXED FRUIT

                                                                                                                                                                                                                          drive overall brand performance.
                                                                                                                                                                                                                          Overall distribution on Strongbow is marginally down 1.6% year on year to 54,127 distribution points, suggesting net
                                                                                                                                                                                                                          distribution on the total Strongbow brand is neither growing or declining. However, there is a churn of what is making
                                                                                                                                                                                                                          up this headline number. Last year the value mix of the Strongbow brand was 69% Apple, 29% Dark Fruit and
                                                                                                                                                                                                                          2% Cloudy, this year the value mix has changed somewhat to 57% Apple, 38% Dark Fruit, and 5% Cloudy. Strongbow
                                                                                                                                                                                                                          is now in a position where just over half of the brand’s sales are coming from the core apple brand in the on trade.

The next five SKU’s in the top 10 represent 17.2% of packaged cider volumes and include fruit ciders from Rekorderlig, Bulmers and Magners cider brands.
Pear is not represented at all in the top ten, reflecting the wider decline in pear cider seen across the cider category in all channels.

14 | Westons CideR RepoRt 2018 | THE TOP 5...                                                                                                                  Source: CGA Strategy   Source: CGA Strategy                                                               TRENDS | Westons CideR RepoRt 2018 | 15
WEST0NS CIDER REPORT - Ashdale Business Consulting
THE ON TRADE CIDER DRINKER                                                                                                ON TRADE RECOMMENDATIONS

                                                                                         36
  ON TRADE CIDER DRINKERS %                                                                                               RECOMMENDED DRAUGHT STOCKING
  BY GENDER                                                                                             %                 The rise of fruit cider on draught has evolved the offer on bar over the last year and the rise
                                                                                                                          of draught fruit cider has ensured that this is no longer a choice over which apple ciders will
                                                                                                                          deliver the best return, fruit ciders should also be considered.

                                                                                                                          1                                         2                                           3+
                                                                                          OF CIDER DRINKERS
          APPLE                  49%                                51%                      DRINK IN THE
                                                                                          ON TRADE WEEKLY

                                                                                                                          TAP                                       TAPS                                        TAPS
          FRUIT                          67%                            33%
                                                                                         35             %
                                                                                          OF CIDER DRINKERS
                                                                                           EAT OUT WEEKLY
                                                                                                                          If there is only one tap on the
                                                                                                                          bar than this should be an apple
                                                                                                                          cider that reflects and reinforces
                                                                                                                          the positioning of the outlet.
                                                                                                                          The draught offer should be
                                                                                                                          apple as draught apple is the
                                                                                                                          majority of draught serves. If
                                                                                                                                                                    Two taps provide the opportunity
                                                                                                                                                                    for bar managers to offer an
                                                                                                                                                                    incremental trade up opportunity
                                                                                                                                                                    on the second tap. Having two
                                                                                                                                                                    taps for cider also offers the bar
                                                                                                                                                                    manager the opportunity to offer
                                                                                                                                                                    fruit cider on the second tap.
                                                                                                                                                                                                                If three taps or more are
                                                                                                                                                                                                                available then typically these
                                                                                                                                                                                                                will be high volume cider
                                                                                                                                                                                                                outlets and this provides the
                                                                                                                                                                                                                bar operator the opportunity
                                                                                                                                                                                                                to provide variety and choice
                                                                                                                                                                                                                on the bar while delivering

                                                                                          98
                                                                                                                          there is only one tap for cider           If Strongbow Dark Fruit is chosen           some context and

                                                                                         £
         TOTAL                   47%                             53%                                                      then fruit cider should remain            as the fruit offer, the evidence            something interesting.
                                                                                                                          in the fridge.                            shows that bars can deliver
                                                                                                                                                                    incremental revenue for the outlet
                                                                                                                                                                    by stocking a premium trade up
                                      FEMALE                           MALE                                                                                         from Strongbow to something like
                                                                                                                                                                    Stowford Press as the apple offer.

Overall cider is enjoyed by men and women equally, as is apple cider, making cider         CIDER DRINKERS
a very gender neutral category. Fruit cider, however, is drunk by significantly more
                                                                                          SPEND AN AVERAGE
                                                                                         OF £98 A MONTH ON                   RECOMMENDED PACKAGED STOCKING
females than males, with females making up 67% of fruit cider drinkers.                  EATING OR DRINKING
                                                                                          OUT, DOWN £11 ON                   It would be remiss to suggest there is a conclusive one size fits all solution for packaged cider stocking, it very
                                                                                                2016                         much depends on the outlet, it’s offer, the size of the fridge and the consumers coming through the door. It should
                                                                                                                             be remembered that packaged cider is often the only option for venues such as casual dining outlets, as they will

                                                                                         49              %
                                                                                                                             not have the cellar facilities for draught serve.
  ON TRADE CIDER DRINKERS % BY AGE                                                                                           Operators should follow a “right brand right outlet” approach, where the packaged cider’s positioning is reflective of the outlet’s positioning.
                                                                                                                             Fortunately, today’s cider marketplace offers a near endless choice, permitting operators to really fine tune their offering. As a general rule,
                                                                                                                             packaged fruit cider is more suited to higher tempo occasions in wet led outlets, while packaged apple cider is more suited to lower tempo
                                                                                                                             occasions in dry led outlets. Below are some recommendations based on space available in the bar fridge.

          APPLE             31%                   37%                   33%               OF CIDER DRINKERS
                                                                                           PREFER DRAUGHT
                                                                                                                             1                                         2                                        3+
                                                                                         51
                                                                                                CIDER

                                                                                           %
                                                                                                                             BOTTLE                                    BOTTLES                                  BOTTLES
                                                                                                                             If there is no cider on tap on the        If there is no draught serve             If there is space for three
                                                                                                                             front of bar and there is only room       in outlet then the operator              or more bottles, the operator
          FRUIT                    49%                       35%              16%                                            for one bottle of cider in the            should consider one                      has the freedom to experiment
                                                                                                                             fridge, then this should be an            packaged apple cider and one             with the range, though to ensure
                                                                                          OF CIDER DRINKERS                  apple cider, as apple cider is still      packaged fruit cider. If apple           all bases are covered, at least
                                                                                          PREFER PACKAGED                    the most popular variant of cider.        cider is offered as a draught            one bottle should be an apple
                                                                                                                             If an apple cider is offered on the       serve, then the two bottles              variant and one bottle
                                                                                                CIDER
                                                                                                                             front of bar, then this provides an       should be fruit cider.                   should be a fruit variant.
                                                                                                                             opportunity for fruit cider to be
         TOTAL                36%                   37%                   27%                                                the packaged option in the fridge.

                                    18-34        35-54           55+

  When considering the age profile of the cider drinker, total cider has a fairly even
                                                                                         43             %
                                                                                          OF CIDER DRINKERS
                                                                                         SAY QUALITY OF CIDER
                                                                                                                          IMPORTANCE OF A DAZZLING DISPLAY
                                                                                                                          & A STAND OUT SERVE
                                                                                                                          CGA notes that 52% of 18-34 late night consumers have uploaded to social media an image of their food or drink on
                                                                                                                          a night out. The implication of this is that the quality of cider serve in outlet is more important than ever, it should be
                                                                                          AVAILABLE AFFECTS               enticing, appetising and most importantly Instagrammable. Both before purchase at point of sale and during purchase
  spread of consumers across the age groups. Fruit cider, however, is significantly       THEIR DECISION TO
                                                                                          DRINK CIDER IN THE              while being consumed.
  younger with nearly 50% of fruit cider consumers aged 18-34.
                                                                                              ON TRADE                    Cider producers therefore need to take time to invest in their glasses, draught taps and bottles to ensure that they catch the eye, are photogenic
                                                                                                                          and need to be shared. This is no longer an area where cider producers can be complacent.

16 | Westons CideR RepoRt 2018 | the On TRade cideR dRinkeR                                        Source: CGA Strategy   Source: CGA Strategy                        ON TRADE RECOMMENDATIONS | Westons CideR RepoRt 2018 | 17
WEST0NS CIDER REPORT - Ashdale Business Consulting
THE OFF TRADE MARKETPLACE

         OFF TRADE
                                   Consumers spend £1.12 billion on cider & perry in the off trade, which means
                                   the category accounts for 7.4% of what they spend on total beer, wine and                                            OFF TRADE
                                   spirits in this channel. The category has grown by 5.3% in the 52 weeks ending                                       PERFORMANCE
                                   6th January 2018 (MAT): this is an upturn in performance compared to the
                                   +1.0% seen in the previous 52 weeks. Volume is in growth of +1.6%, ahead of                                                        PENETRATION

                                                                                                                                                                      45.5%

                                                                                                                                                                                                         -0.4 YOY
                                   total BWS growth of +0.7%. The off trade accounts for 38% of total cider
                                   £ sales, and 64% of volume.                                                                                                        OF HOUSEHOLDS
                                                                                                                                                                      BUYING CIDER P/A
                                   There are indicators of trends in both premiumisation and a more adventurous consumer.
                                   Category value is growing ahead of volume, and this report shows that most category growth lies
                                   in crafted cider (+22.0%). In 2017 a number of craft ciders in 330ml cans have been introduced,                                    FREQUENCY

                                                                                                                                                                      10.9
                                   enabling consumers to trade up within the category, and building on demand for craft beer.

                                                                                                                                                                                                         +0.1VISIT
                                   There is still opportunity for more distribution for crafted cider as this stands at 92% in the off trade.
                                   Pear cider/perry continues to decline (-4.2%) as retailers and manufacturers still appear to regard                                SHOPPING TRIPS
                                   it as just one of many cider flavours, rather than a cider style in its own right. Pear cider has retained                         FOR CIDER P/A
                                   97% distribution in the off trade and this should be considered as consumers have moved on.
                                   Fruit cider continues to deliver strong performance. The rate of growth is +11%, and fruit now accounts
                                   for 33.5% of cider value. One of the interesting movements in fruit cider in the last year has been in the                         VOLUME
                                   packaging. Last year 61% of fruit cider value was in glass bottles, these now account for just 54% of
                                                                                                                                                                      33.0

                                                                                                                                                                                                         +1.4 Litres
                                   share while cans make up 46%. Canned fruit cider has seen year-on-year value growth of +31.8%,
                                   whereas bottled fruit cider has declined.                                                                                          AVERAGE NO. OF LITRES
                                                                                                                                                                      HOUSEHOLDS BUY P/A
                                   Within the off trade, the growth seen in the convenience and independent grocers sub channels
                                   continues to indicate a clear trend of consumers moving toward more impulse shopping missions
                                   (little and often). The supermarket format has seen a volume decline of -1.2% year-on-year.

                                   MARKET SHARE BY FLAVOUR                                                                                                               %AP    PLE
                                                                                                                                                                       59 +3.6 OY
                                                                                                                                                                              Y
                                   By value apple is still by far the dominant flavour variant. Fruit has grown to become over 33%
                                   of the category. Pear has declined to 8% share, so has become a less important part of the cider category
                                   as retailers and brand owners increasingly place pear within the flavour segment.
                                   Kantar data shows that shoppers of apple flavoured cider are the most committed in the category, with
                                   twice the average weight of purchase of fruit cider shoppers. So the choice available enables the needs of

                                                                                                                                                                                         8%
                                   all cider shoppers to be met, but ranges need to be balanced and it helps shoppers to navigate the category                        3                               PEAR

                                                                                                                                                                     3
                                   if there is not too much duplication on shelf. It is interesting that the share accounted for by fruit cider is                     %
                                   slightly increased in the summer and at Christmas, likely for refreshment and for sharing respectively.                             +1     F
                                                                                                                                                                            1.0 RUIT
                                                                                                                                                                                                      -4.2 YOY

                                                                                                                                                                              YO Y

                                   MARKET SHARE BY SEGMENT                                                                                                                    47%
                                                                                                                                                                               STREAM C
                                                                                                                                                                            AIN        ID
                                   Cider is a large category, so to help us navigate we divide the cider market in the off trade                                           M             E

                                                                                                                                                                                         R
                                   into five segments. These have been refreshed since our previous Westons Cider Report.
                                   •      CRAFTED – Broadly single glass bottle brands from independent producers such as Westons.

                                                                                                                                                                    9%
                                                                                                                                                      CRAFTED
                                   •      PREMIUM – Mostly glass bottle-led brands such as Kopparberg and Bulmers.

                                                                                                                                                                                                 ER
                                                                                                                                                        CIDER

                                                                                                                                                                                         %
                                                                                                                                                                                                CID
                                   •      MAINSTREAM – Mainly can-led brands such as Strongbow and Thatchers Gold.                                                    %

                                                                                                                                                                       6
                                                                                                                                                                           12

                                                                                                                                                                                       6
                                                                                                                                                                                         2EMI

                                                                                                                                                                                       M
                                                                                                                                                           VALUE
                                                                                                                                                                             %

                                                                                                                                                                                             U
                                   •      VALUE AMBER – Again largely PET bottle-led, amber cider such as Crumpton Oaks.                              WHITE CIDER                       PR
                                   •      VALUE WHITE – Largely PET bottle-led white cider brands such as Frosty Jacks.
                                                                                                                                                                       VALUE
                                   When market growth of the segments is considered, the premiumisation trend is once again                                          AMBER CIDER
                                   evident with crafted cider in fastest growth.

                                   VALUE SALES % CHANGE VS YR AGO
                                   25.0%

                                   20.0%

                                   15.0%

                                   10.0%           22.0%
                                       5.0%
                                                                        4.1%                3.8%                 7.5%
                                       .0%                                                                                           -2.7%
                                   -5.0%          CRAFTED CIDER      MAINSTREAM CIDER     PREMIUM CIDER      VALUE AMBER CIDER    VALUE WHITE CIDER

18 | Westons CideR RepoRt 2018 |   Sources: IRI, Kantar WorldPanel                      THE OFF TRADE MARKETPLACE | Westons CideR RepoRt 2018 | 19
MARKET SNAPSHOT - OFF TRADE

£1 BILLION      .12
                                                                                                                   CIDER VALUE BY RETAILER

                                                                                                                                                           %

                                                                                                                                                                                                                     45
                                                                                                                                                         13THER                   25

                                                                                                                                                                                                                                             .5%
CONSUMERS SPEND £1.12 BILLION IN THE OFF TRADE. +5.3% YOY                                                                                                 O                      T
                                                                                                                                                                                 ES

                                                                                                                                                                                      %O
                                                                                                                                           %

                                                                                                                                                                                  C
                                                                                                                                      5%4
9 513

                                                                                                                                                  L
                                                                                                                                               LID
                                %

                                                                                                                                         I
                                                                                                                                      ALD
                                                                                                                    WAITROSE
                                                                                                                      3%

                                                                                            MILLION
                                                                                                      + 2.2% YOY

                                                                                                                                             CO-O
                                                                                                                                     9%
                                                                                                                                                                                                                       45.5% OF UK HOUSEHOLDS BUY CIDER

                                                                                                                                                                                                                     33

                                                                                                                                                 P

                                                                                                                                                                                        DA
                                                                                                                                                                                                                       .0

                                                                                                                                                                                         %
                                                                                                                                                                                      AS
                                                                                                                                                                                       16
                                                                                                                                                     O

                                                                                                                                                                                                                                                               LITRES
                                                                                                                                                     M
                                                                                                                                                      RR
                                                                                                                                                        ISO
                                                                                                                                                13         NS
                                                                                                                                                                   SAINSBURY
                                                                                                                                                                            ’S

      90% OF FRUIT FLAVOURS SOLD ARE                                   513 MILLION LITRES OF                                                      %
      BERRY/MIXED DARK FRUIT FLAVOURS                              CIDER & PERRY ARE PURCHASED                                                                      12%

£2 BIG4 60%
  .19
                                                                                                                                                                                                                      HOUSEHOLDS IN THE UK CONSUME AN
                                                                                                                       BY REGION

                                                                                                                                                                                                                     10
                                                                                                                                                                                                                     AVERAGE OF 33.0 LITRES OF CIDER A YEAR

                                                                                                                                                                                                                       .9
                                           + 2.8% YOY

            £2.19 AVERAGE PRICE OF CIDER                         THE ‘BIG 4’ ACCOUNT FOR 66% OF ALL
                PER LITRE IN UK SHOPS                          CIDER SALES. DOWN 1.8PPT VS. LAST YEAR                                                                                                                  THE AVERAGE HOUSEHOLD MAKES 10.9
                                                                                                                         CIDER CONTINUES TO HAVE A SOUTHERN BIAS                                                        SHOPPING TRIPS FOR CIDER A YEAR
                                                                                                                        WITH THE 5 MOST SOUTHERN TV REGIONS MAKING
CIDER VALUE                                              CIDER VALUE                                                           UP 60% OF CIDER VOLUME SOLD
BY FLAVOUR                                               BY PACK FORMAT                                                PERFORMANCE OF TOTAL CIDER - VOLUME

                 59%A                                             3T5 %                                                              10%              9%                 20%                     7%          15%              11%          11% 6%              12%
                   +3.6 P
                                                                                                                      TOTAL
                                                                    TLE + 2.4                                          CIDER
                                                                  BO            Y
                                                                                                                                      LONDON         SOUTHERN            WALES WSW               ANGLIA     MIDLANDS         YORKSHIRE    LANCASHIRE   NORTH   SCOTLAND
                            Y                                  SS
                                                                                                                                                                                                                                                        EAST
                                PL

                                                           A

                                                                                O
                            O

                                                         GL

                                                                                 Y
                                 Y

                                                                                                                                0%             10%                20%       30%               40%          50%         60%          70%          80%       90%          100%
                                   E

                                                                                    15%

                                                                                            PLASTIC
                                                                                                                       PERFORMANCE OF TOTAL CIDER - VOLUME % CHG
 33%+11.0

                                                                                            BOTTLE
                                                                                            -11.3 YOY                    5.0%
                                                                                                                         4.0%
                                                                                                                                                                        2.6%                                                                      4.8%         4.7%
       R                                                     4
                                                                                                                         3.0%

                                                                                          2.0%                                                           1.7%                                             1.7%
      FY

      O U                                                    +1 8%
                                                                                                                         2.0%                                                                                                        1.6%
                                                        CA

                                                                                                                                                                                        1.2%                            1.2%
                                                                                                                                                                                                                                                   NORTH

                        8%
       Y IT                                                                                                                          1.0%                               WALES WSW
                                                                                                                                                                                                                                                    EAST       SCOTLAND
                                                         N

                                                                                          OTHER                          1.0%
                                                               3.7                                                                    LONDON
                                                                                                                                                         SOUTHERN
                                                                                                                                                                                             ANGLIA
                                                                                                                                                                                                          MIDLANDS
                                                                                                                                                                                                                        YORKSHIRE   LANCASHIRE

                                                                 YOY                      +8.3 YOY                       0.0%
                                PEAR
                                -4.2 YOY
                                                                                                                                                           ALL REGIONS ARE IN GROWTH
20 | Westons CideR RepoRt 2018 | MARKET SNAPSHOT - OFF TRADE                                                       Sources: IRI, Kantar WorldPanel                  MARKET SNAPSHOT - OFF TRADE | Westons CideR RepoRt 2018 | 21
                                                                                                                   (note some percentages have been rounded up)
CIDER FORMATS                                                                                                                                               THE TOP 10...
CIDER BY PACK FORMAT                                                                                                       %                                TOP 10 OFF TRADE CIDER MANUFACTURERS (excl. Own Label)
                                                                                                                       4+8
                                                                                                                                                              #
                                                                                                                                                               1                                                                                 #
                                                                                                                                                                                                                                                  6
Can and glass bottle are the dominant pack formats in the cider category,                                               N13.7 Y OY
                                                                                                                      CA                                                                                                                                                                           Including...
with 48% of sales in cans, and 35% in glass bottles.
Plastic bottle cider is now 15% of the cider category and in decline
                                                                                                   2.0%                                                       #
                                                                                                                                                               2                                                                                 #
                                                                                                                                                                                                                                                  7
by 1.3% - an indication that the cider category is moving away from value
propositions into premium formats. Cans are the fastest growing format                               OTHER

                                                                                                                                                 YO Y
                                                                                                   +8.3 YOY

                                                                                                                                                               3                                                                                  8
overall, increasing share from the 43% seen in the 2017 report, and we
                                                                                                                                                              #                                                                                  #

                                                                                                                15

                                                                                                                                      %
are seeing the growth of craft cider in cans.

                                                                                                                                              .4
                                                                                                     PLASTIC
                                                                                                                                     3T5TLE

                                                                                                                  %

                                                                                                                                           +2
Single unit packs account for 50% of sales, and are in modest growth of 1.4% year-on-year.            BOTTLE

                                                                                                                                                               4                                                                                  9
4 packs make up 24.5% of the market and are in 13.4% growth. 10 packs are performing                -11.3 YOY

                                                                                                                                                              #                                                                                  #
                                                                                                                                      O
well with value growing by 34.3%.                                                                                           GLASS B
Some packaging innovations such as pouches have not proven a success in the category:
sales are down 79%. However, kegs have seen phenomenal growth having gone from

                                                                                                                                                              #
                                                                                                                                                               5                                                                                 #
                                                                                                                                                                                                                                                  10
being worth £226K a year ago to be worth over £3.1M in the latest year. With great
opportunities for branding and visibility it will be interesting to see if this format
continues to grow in the next year.

OWN LABEL                                                                                                                    91.6                           There have been changes in the relative ranking of companies in the off trade in 2018 due to the acquisition
Own label is worth 7.2 % of the total cider category, up slightly from 7.1%                                                    +4 %                         of Rekorderlig by Molson Coors, and the growth of Thatchers. At the time of writing Molson Coors is poised
                                                                                                                                     .0
                                                                                                                                                            to acquire Aspall. The figure above does not currently include Aspall Cider sales but we will see the impact
last year, and is in growth of +5.6%. This growth is a complete turnaround                         6.4%

                                                                                                                                          AOPY
                                                                                                                                          Y
                                                                                                                                                            of this in next year’s report.
from the -3.3% decline seen last year. Retailers have moved into fruit                             PEAR

                                                                                                                                              PLE
                                                                                                    -11.3 YOY                                               The top 10 cider manufacturers make up 86.8% of off trade cider value sales, very little change from the 85.5% seen in the last report,
cider with their own label and this is in growth of +126.1%, however at
                                                                                                                                                            within this Heineken remains the dominant manufacturer delivering 33.9% of UK cider £ sales.
just 2% share (was 0.9% share in our last report) fruit still has headroom                          2.0%                                                    Kopparberg Cider of Sweden is still the number two cider manufacturer, delivering 9.3% value growth. Other leading cider manufacturers
to grow within own label.                                                                          FRUIT                                                    in growth are Aston Manor (+3.4%), Thatchers (+49.3%) and Westons (+14.4%).
                                                                                                   +126.1 YOY
In the total cider category fruit cider is worth 33.5% of all cider sold and the fastest growing
segment. Therefore, there is still an opportunity for retailers to innovate in fruit cider.
                                                                                                                                                            TOP 10 OFF TRADE CIDER PRODUCTS (excl. Own Label)
                                                                                                                                                              #
                                                                                                                                                               1                                                                                 #
                                                                                                                                                                                                                                                  6
                                                                                                                                                              #
                                                                                                                                                               2                                                                                 #
                                                                                                                                                                                                                                                  7
                                                                                                                                                              #
                                                                                                                                                               3                                                                                 #
                                                                                                                                                                                                                                                  8
                                                                                                                                                               4                                                                                  9
                                                                                                                                                                                                   MIXED FRUIT

                                                                                                                                                              #                                                                                  #
                                                                                                                                                                                               STRAWBERRY & LIME

                                                                                                                                                              #
                                                                                                                                                               5                                                                                 #
                                                                                                                                                                                                                                                  10
                                                                                                                                                            Strongbow (apple) accounts for 16.4% of total cider £ sales, so it’s performance has a significant impact on the total
                                                                                                                                                            cider category. Value is in decline of 3.8% year-on-year however this is being offset in the marketplace by the growth
                                                                                                                                                            of Strongbow Dark Fruit, which has achieved an increase in market share to 9.5% from 8.4% in our last report and
                                                                                                                                                            continues to grow.
                                                                                                                                                            Kopparberg shows that by focusing on two core flavour variants continued growth can be achieved. Thatchers Gold has moved up the rankings from
                                                                                                                                                            9th to 6th place. Frosty Jack’s has a 3.3% value decline as retailers continue to trade out of value propositions, yet Frosty Jack’s is still number seven in
                                                                                                                                                            the off trade without a single listing in any of the major multiple retailers, underlying the importance of the convenience route to market for the cider
                                                                                                                                                            category. Other than Strongbow Original and Frosty Jack’s all other brands in the top ten are showing growth. Henry Westons Vintage Cider continues
                                                                                                                                                            a strong performance growing at 12.8% year-on-year.

22 | Westons CideR RepoRt 2018 | cideR foRmats                                                                                                Source: IRI   Source: IRI                                                               THE TOP 10... | Westons CideR RepoRt 2018 | 23
THE TOP 5...
APPLE CIDER BRANDS (excl. Own Label)                                                                                                                       FRUIT CIDER BRANDS
Apple cider is still by far the largest flavour variant in the cider market place. It has grown by 3.6% over the last year.                                Fruit cider in the off trade is growing by 11% a year and is the strongest performing of the three flavour profiles.
Within apple cider there is a clear premiumisation trend, with crafted cider having increased by 20.2%, while value white                                  There are no changes in the ranking of the Top 5 fruit cider brands vs. our last report.
apple cider declined by 3.0%. The top 10 apple cider brands (excl. own label) account for 68% of apple cider sales, with                                   The total number of fruit cider brands with sales in the off trade has declined from 174 to 166.
over 300 cider brands making up the other 32%.                                                                                                             Within this there were 13 new lines introduced in 2017.

  #
      1                         #
                                     2                         #
                                                                   3                         #
                                                                                                  4                         #
                                                                                                                                5                             #
                                                                                                                                                                    1                       #
                                                                                                                                                                                                 2                          #
                                                                                                                                                                                                                                3                          #
                                                                                                                                                                                                                                                                4                          #
                                                                                                                                                                                                                                                                                               5
                                                                            UP FROM                        DOWN FROM                     DOWN FROM                                                                                                                       UP FROM 5TH                     DOWN FROM
                                                                            5TH VS. OUR                    3RD VS. OUR                   4TH VS. OUR                                                                                                                     VS. OUR LAST                    4TH VS. OUR
                                                                            LAST REPORT                    LAST REPORT                   LAST REPORT                                                                                                                     REPORT                          LAST REPORT

Strongbow is the largest brand in apple cider (with 16.4% share of total cider). Despite many years of decline, Strongbow still accounts for 28.0%         Strongbow Dark Fruit has become the largest flavoured cider, in turn the growth of this brand has moved fruit cider from being a glass bottle
of apple cider value sales in the off trade. The performance of apple Strongbow will inevitably have a disproportionate effect on the performance          dominated category to one where cans have increased to 45.8% of fruit cider sales.
of apple cider.
                                                                                                                                                           Kopparberg, which is growing at 9.3% a year, has two core flavours - Mixed Fruit and Strawberry & Lime - which are both in continued strong growth.
Within the top 10 apple flavoured cider brands five are in double digit growth: Thatchers Gold, Henry Westons Vintage, K Cider, Crofters, and              These two flavours (including alcohol free) now account for 80% of Kopparberg’s sales, down from 89% in our last report, so the portfolio has
Crumpton Oaks. The latter two brands show that although we are seeing premiumising within the market, there is still a role for Value Amber Cider.         broadened with 20% of sales now coming from other products.
Bulmers Original and Stella Artois Cidre are experiencing significant declines, down 25.3% and 44.7% respectively.                                         Within fruit the dominant flavour profile is berry flavours, making up 89.8% of total fruit cider sales. The only product in the top ten fruit cider
                                                                                                                                                           products not to be some form of berry/mixed dark fruit is Old Mout Kiwi and Lime ranked no.6 and in 0.6% growth. In 12th, 13th, and 14th place
                                                                                                                                                           we have 3 Passionfruit variants from Rekorderlig (+4.7%), Old Mout (-34.2%) and Smirnoff (+164.5%) respectively, so experimenting outside of the
                                                                                                                                                           norm can also sometimes pay off.

PEAR CIDER BRANDS                                                                                                                                          INNOVATION
Pear cider (or perry) currently sits between two posts. On one hand there are the pear extensions of cider brands such                                     We have seen some significant launches within the Cider category in the past year.
as Bulmers, on the other hand there are brands that ape wine credentials to establish their positioning in the
                                                                                                                                                           The top 5 launches are:
marketplace. It seems to be the latter category that is gaining traction within pear.

  #
      1                         #
                                     2                         #
                                                                   3                         #
                                                                                                  4                         #
                                                                                                                                5                             #
                                                                                                                                                                    1                        #
                                                                                                                                                                                                 2                          #
                                                                                                                                                                                                                                3                           #
                                                                                                                                                                                                                                                                4                          #
                                                                                                                                                                                                                                                                                                5
                                              UP FROM                       DOWN FROM                                                    NEW ENTRY
                                              3RD VS. OUR                   2ND VS. OUR                                                  VS. OUR LAST
                                              LAST REPORT                   LAST REPORT                                                  REPORT

                                                                                                                                                                         CARLING                     JACK DANIELS                    ELK WARNING                    SMIRNOFF                       KOPPARBERG
                                                                                                                                                                         BRITISH BLACK               CIDER                           BLACKBERRIES                   MANDARIN                       RASPBERRY
                                                                                                                                                                         FRUITS CIDER                WORTH £3.8M                     WORTH £988K                    & PINK                         LIGHT CIDER
                                                                                                                                                                         WORTH £9.3M                                                                                GRAPEFRUIT                     WORTH £453K
                                                                                                                                                                         IN THE LATEST                                                                              WORTH £887K
                                                                                                                                                                         52 WEEKS

Pear Cider continues to experience decline of 4.2% as a sub category. Within this there are 3 growing brands in the top 5: Lambrini (+4.6%),               It is interesting that 3 of this top 5 – Carling, Jack Daniels, and Smirnoff - are brands established in other BWS categories. That the third place product
Country Manor (+9.4%), and Cassini Bianco (+25.9%). Mainstream and Premium Brands seem to be moving away from Pear, with Kopparberg                        is a craft cider 330ml single can demonstrates that the cider consumer is willing to try something new, as this format continues to establish itself.
(-13.6%), Bulmers (-20.0%), and Magners (-31.5%) all showing declines.                                                                                     It appears that the innovation is still mostly in fruit cider with 4 out of the 5 biggest new launches being fruit. The fifth is a cider flavoured with
                                                                                                                                                           Jack Daniels so apple cider isn’t represented here at all.

24 | Westons CideR RepoRt 2018 | THE Top 5...                                                                                                Source: IRI   Source: IRI                                                               THE TOP 5... | Westons CideR RepoRt 2018 | 25
THE CIDER SHOPPER AND THE CIDER DRINKER
When considering who buys and consumes cider in the off trade, there are two parties to consider; the cider shopper
and the cider drinker. All too often, the person buying cider for the household is not the same as the person drinking
the cider in the household. These two pages will give some insight as to who is the cider shopper and the behaviours
of the cider drinker.

THE CIDER SHOPPER                                                                                                                      THE CIDER DRINKER
BY INCOME                                                                                                                                                                                MALE
                                                                                                                                                                                         ALONE
                                                                                                                                        MIXED SEX
                                                                                                                                           GROUP
                                                                                                                                                                                  15%
                                                                                                                                                                 %
       UK HOUSEHOLD
                                                                                                                                                               41                                  FEMALE
                                                                                                                                                                                                   ALONE
                                                                                           The cider shopper is marginally                                                                                             BY GENDER

                                                                                                                                                                                          4%
            AVERAGE                                                                        more wealthy than the average
                                                                                           UK shopper, with 26% of cider                                                                                               62.9% of cider is drunk by a mixed sex
                                                                                           shoppers earning over £40,000,                                                                               MALE           group or a mixed sex pair, highlighting

                                                                                                                                                                                              9%
                                                                                           compared to 22% of UK average                                                                                PAIR           the gender neutral position of the cider
               CIDER                                                                       shoppers earning over £40,000.                                                                                              category, appealing to both men and
            SHOPPERS                                                                                                                                                                                 FEMALE PAIR       women alike. Female groups have
                                                                                                                                                                                                     2%                increased from 1.6% last year to
                                                                                                                                                                                                                       1.8% of serves this year.
                        0%           20%        40%         60%         80%         100%
                                                                                                                                                                                       %
                                                                                                                                                                     5%              22
                             £0 - £39,999 PA              £40,000+ PA                                                                                                                        MIXED
                                                                                                                                                    FEMALE                                   SEX PAIR
                                                                                                                                                    GROUP
                                                                                                                                                       2%          MALE                                                                        NONE OF      BIG
                                                                                                                                                                  GROUP                                                                          THE       NIGHT
                                                                                                                                                                                                                                   OUTDOOR     ABOVE             SPECIAL
                                                                                                                                                                                                                                                            IN
BY AGE                                                                                                                                                                                                                                 EVENT
                                                                                                                                                                                                                         BARBECUE/PICNIC
                                                                                                                                                                                                                                          2%
                                                                                                                                                                                                                                                                 CELEBRATION

                                                                                                                                                                                                                                                                          PLANNED SOCIABLE
                                                                                                                                                                                                                      ROUNDING OFF
                                                                                                                                                                                                                       THE EVENING                   5% 4% 4%             OCCASION
                                                                                                                                                                                                                                                                     7%
                                                                                                                                                                                                                 A DRINK BEFORE            3%
                                                                                                                                                                                                                     GOING OUT            %                                     FRIENDS/FAMILY
                                                                                                                                                                                                                                                                                UNPLANNED

                                                                                                                                                                                                                                     4
       UK HOUSEHOLD
                                                                                                                                                               BY OCCASION

                                                                                                                                                                                                                                                                          4%
                                                                                                                                                                                                                                   5%
            AVERAGE                                                                        The cider shopper is older than
                                                                                           the UK average shopper, 67% of                                      Cider drunk in the off trade is particularly
                                                                                                                                                               strong in low tempo occasions, such as staying

                                                                                                                                                                                                                                                                           8%
                                                                                           cider shoppers are aged over 45,                                                                                                                                                        CATCH UP
                                                                                           compared to a UK average of 64%.                                    in as a couple and a drink after work. The most
      CIDER SHOPPERS                                                                                                                                           popular drinking occasion, at 22% of serves,
                                                                                                                                                               is the Quiet Night-in. This has increased from
                                                                                                                                                                                                                       QUIET
                                                                                                                                                               20.5% of serves a year ago.

                                                                                                                                                                                                                                  22%
                                                                                                                                                                                                                    NIGHT IN

                                                                                                                                                                                                                                                                          7%
                                                                                                                                                                                                                                                                                  DRINK
                                                                                                                                                                                                                                                                                  AFTER
                        0%           20%        40%         60%         80%         100%                                                                                                                                                                                          WORK

                             SHOPPER AGED UNDER 45        SHOPPER AGED 45+
                                                                                                                                                                                                                                                9%                16%

                                                                                                                                                                                  FORMAL                                                                             REGULAR/EVERYDAY

BY HOUSEHOLD COMPOSITION                                                                                                                                                          MEAL
                                                                                                                                                                                              DINNER
                                                                                                                                                                                                                                     STAYING IN AS
                                                                                                                                                                                                                                         A COUPLE
                                                                                                                                                                                                                                                                     DRINK

                                                                                                                                                                                              PARTY
                                                                                                                                                                                 6%
                                                                                                                                                                                        8%

                                                                                                                                                          %
       UK HOUSEHOLD                                                                        Cider shoppers are more likely                                                                                              WITH OR

                                                                                                                                                        33
            AVERAGE                                                                        to live in bigger households than           NO FOOD
                                                                                           the UK average, 39% of cider                                                                                                WITHOUT FOOD
                                                                                           shoppers live in households with
                                                                                           3 or more people compared to                                                                                                67% of cider serves are with some
      CIDER SHOPPERS                                                                       the UK average of 34%                                                                                                       kind of food. However, it remains an
                                                                                                                                                                                                                       informal drink with only 14 of serves being

                                                                                                                                                                                               %
                                                                                                                                                                                                                       accompaniments to formal occasions.

                                                                                                                                                                                             31
                                                                                                                                                                                                         INFORMAL
                                                                                                                                                                                                         MEAL
                        0%           20%        40%         60%         80%         100%
                                                                                                                                                                    22
                                                                                                                                                                      %
                             1 & 2 MEMBER HHS             3 + MEMBER HHS
                                                                                                                                                         LIGHT
                                                                                                                                                        SNACK

26 | Westons CideR RepoRt 2018 | The CideR ShoppeR and the CideR DRinkeR                                             Source: Kantar    Source: Kantar              THE CIDER SHOPPER AND THE CIDER DRINKER | Westons CideR RepoRt 2018 | 27
                                                                                                               Worldpanel Alcovision   Worldpanel Alcovision
CIDER RETAILERS
Cider sales in the off trade channel account for 64% of cider volume sales and 38% of cider value sales, the differential                                                     RETAILERS
between volume and value percentage is due to the price per litre achieved for cider in the off trade being much lower
than in the on trade.                                                                                                                                                         RETAILER % CIDER MARKET SHARE V % TOTAL GROCERY SHARE
Average price per litre in the off trade for cider currently stands at £2.19 vs. £2.13 a year ago. This means category inflation of +3.0% and means
the category is bucking the level of Total Alcohol and Tobacco inflation of +0.18% (ONS December 2017). This confirms the wider trend for cider
premiumisation described elsewhere in this report.                                                                                                                                                                                                                                                                    25
                                                                                                                                                                                             TESCO
                                                                                                                                                                                                                                                                                                                       25.1
CONVENIENCE V SUPERMARKETS
Apple cider is still by far the largest flavour variant in the cider market place. It has grown by 3.6% over the last year.                                                                                                                                      12.9
                                                                                                                                                                                               ASDA
Within apple cider there is a clear premiumisation trend, with crafted cider having increased by 20.2%, while value                                                                                                                                                           16
white apple cider declined by 3.0%. The top 10 apple cider brands (excl. own label) account for 68% of apple cider sales,
with over 300 cider brands making up the other 32%.                                                                                                                                                                                                                  13.8
Cider sales in supermarkets now stand at £534.5m and have recovered from a static YOY sales performance last year, to see 3.3% growth.                                            SAINSBURY’S
Supermarkets now represent 47.5% of total cider sales, falling from 48.5% a year ago.                                                                                                                                                                         12.2
Convenience cider sales have increased to £555.6m and the growth rate has increased to 7.3%, so convenience has now overtaken supermarkets
and now represents 49.4% of total cider sales.                                                                                                                                                                                                        9.8
                                                                                                                                                                                    MORRISONS
The convenience growth rate is significantly ahead of supermarkets demonstrating the continuing importance of the convenience channel to the
cider category, there is no reason to believe that convenience won’t continue to win share from the supermarkets.
                                                                                                                                                                                                                                                                12.8

                                                                                                                                                                                                                                     5
                                                                                                                                                                                             CO-OP
 CIDER RETAILER BREAKDOWN                                                                                                                                                                                                                        8.9
 CIDER SHOPPER DEMOGRAPHICS BY RETAILER
                                40
                                                                                                                                                                                                                                     4.9
                                                                                                                                                                                      WAITROSE
                                                                 ASDA                                                                                                                                                    2.6
                                                                                                                                     M&S
                                35                                           ALDI                                                                                                                                                          6.1
                                                           CO-OP
                                                                                    TESCO                                                                                                       ALDI
                                                               MORRISONS                SAINSBURY’S                                                                                                                                   5.4
                                                                             TOTAL CIDER
  % OF SHOPPERS AGED UNDER 45

                                                                                    LIDL
                                30                                                                                                                                                                                              4.4
                                                                                                                                                                                                 LIDL
                                                                                                                                                                                                                               3.8
                                                                    TOTAL
                                25                                  INDEPENDENTS                                                                                                                                 1.1
                                                                    & SYMBOLS                                                                                                 INDEPENDENTS
                                          YOUNGER

                                                                                                                                                                                 & SYMBOLS
                                                                                                                                                                                                                                   4.8
                                                                                                                                                                                                                                                                                                                                  TOTAL
                                20                                                                                                                                                                                                                                                                                                GROCERY
                                                                                                                                                                                                                           3.5
                                                                                                                                             WAITROSE                                            M&S
                                                    MORE AFFLUENT                                                                                                                                             0.6                                                                                                                 CIDER

                                15
                                     30             35      40          45          50        55      60            65             70              75               80                                 0                       5                 10                  15                   20                    25                    30
                                                                                         % OF CLASS ABC1                                                                                                                                                    % SHARE OF SPEND

This chart maps the age and demographic profiles of cider shoppers for each retailer. Waitrose and Marks & Spencer                                                            Tesco has the largest market share of cider and overtrades very slightly in cider vs. total grocery.
have the most premium cider shopper.                                                                                                                                          The overtrade was more pronounced last year, but a loss of cider share has eroded this overtrade.
Tesco, Aldi and Morrisons cider shoppers all sit fairly close to the average cider shopper, in a similar picture to that seen in last year’s report, all reflecting           Sainsbury’s is the only retailer in the big 4 to undertrade in cider. Asda and Morrisons have a clear overtrade in cider versus their share of total grocery.
their focus on a mainstream offer.                                                                                                                                            It is also notable that the convenience channel, through the likes of The Co-Op, independents and symbols, overtrades significantly in cider.
                                                                                                                                                                              This again highlights the importance of this channel to the cider category.
Waitrose and the independents have the oldest cider shopper of any of the retailers, while Asda hold the greatest appeal to cider shoppers under 45. M&S
has made a significant move from an older shopper in the last report, towards a younger shopper this year – their launch of a 330ml single can craft cider                    Aldi and Lidl have gained cider share since our last report, however they continue to undertrade vs. their share of total grocery.
range may have had an influence here.

28 | Westons CideR RepoRt 2018 | CideR RetaileRs                                                                                   Source: Kantar Worldpanel, Purchase Data   Source: Kantar Worldpanel, Purchase Data                                 CIDER RETAILERS | Westons CideR RepoRt 2018 | 29
OFF TRADE RECOMMENDATIONS                                                                                                                      WESTONS GUIDE TO TASTING CIDER
CONVENIENCE STORES                                                                                                                             At Westons, we hold a tasting session of the ciders we are making every morning at 9.30am. The panel is made up of
                                                                                                                                               expertly trained cider tasters, recruited from roles all around the cider mill.
Typically, a convenience store
will have a 2.5 metre refrigerated          RECOMMENDED CONVENIENCE FIXTURE                                                                    Cider’s closest relative in production is wine, in that they both follow a similar process of pressed fruit,
                                                                                                                                               yeast with some time to ferment and mature. As a result, the tasting process for cider is remarkably similar to wine.
unit for beers, wines and cider             FOR A 2.5 METRE REFRIGERATED UNIT
in store. Cider typically will
command only a quarter to a
third of the space available,                                                                                                                                                                                                                                                                              “ABCDE”
                                             BEST
                                                                                                                                                            A                                                                          B                                                                                      C                                                   D                           E
                                                                                           BOTTLED/
                                                                                          CAN CRAFTED
so space is at a premium.                                         WINE                      CIDERS                         BEERS
                                                                                          eg. HENRY WESTONS
Retailers and store managers                                                                    VINTAGE

need to take care stocking to
                                                                                  BOTTLED           CANNED
ensure the space is maximised                                                                                                                      APPEARANCE,                                                                                                                                                                                                                     DOES
                                             BETTER

                                                                                  PREMIUM           PREMIUM
                                                              WINE                 CIDERS            CIDERS                   BEERS
                                                                                                                                                     AGITATE                                                                            BODY                                                                                  CLARITY                                            IT TASTE                   ENJOY!
for turnover & profit.                                                          eg. KOPPARBERG    eg. REKORDERLIG
                                                                                                                                                     & AROMA                                                                                                                                                                                                                      GOOD?
As minimum unit pricing is introduced
many packs will become unviable,                                                         CANNED                                                    Should there be bubbles,                                                 Does the cider cling                                                                    Bright ciders should be                                   The cider should taste        Sit back, relax
retailers should consider moving away                            WINE               MAINSTREAM CIDERS                       BEERS                 should it be still? Is there a                                             to the sides of the                                                                       shiny & luminous.                                       appley and typically             & enjoy
                                                                                          eg. STRONGBOW
from PET value white ciders and use                                                                                                                   head or any foam?                                                            glass?                                                                                                                                      cidery or cider like.       (in moderation,
                                                                                                                                                                                                                                                                                                                     Cloudy ciders should                                                                     of course).
the space at the bottom of the fridge
                                             GOOD

                                                                                                                                                      Agitate and swirl to                                                  Does the cider have                                                                        have even & fluid
for larger packs of the best-selling                                                        LARGE
                                                                                             PACK                                                   release the aroma and                                                      legs/tears?                                                                            distribution of the
mainstream formats.                                                  WINE                 MAINSTREAM                     BEERS
                                                                                            CIDERS
                                                                                                                                                        take a big sniff.                                                                                                                                             sediment to form
Ensure out of stocks are minimised                                                        eg. STRONGBOW                                                                                                                                                                                                                  natural haze.
by stocking a limited range of the best
sellers with at least two facings per
product, rather than trying to fit in
one pack unit of every cider available.
                                                              WINE                         TO CIDER                      TO BEER
Fruit Cider is currently a third of total
cider, it should therefore take up around                                                                                                      THE CIDER WHEEL GUIDE What flavours can you taste, what aromas can you smell...
a third of cider fixture space.

SUPERMARKETS                                                                                                                                                                                                                                                                                                                                                                               OFF NOTES

                                                                                                                                                                                                                               ELD

                                                                                                                                                                                                                                                                           APRICOT
                                                                                                                                                                                                                                                       HONEY

                                                                                                                                                                                                                                                                                             H
                                                                                                                                                                                                                       SE

                                                                                                                                                                                                                                  E

                                                                                                                                                                                                                                          ROSE

                                                                                                                                                                                                                                                                                                     M
                                                                                                                                                                                                                                                                                            PEAC
                                                                                                                                                                                                                                RFL
                                                                                                                                                                                                                                                                                                                                                                                           Bad flavours & unwanted

                                                                                                                                                                                                                                                                                                                 E
                                                                                                                                                                                                                        DIM

                                                                                                                                                                                                                                                                                                   PL U

                                                                                                                                                                                                                                                                                                              PL
                                                                                                                                                                                                           MI
Typically, the average UK

                                                                                                                                                                                                                                                                                                            AR
                                                                                                                                                                                                          CL

                                                                                                                                                                                                                                                                                                                                        T
                                                                                                                                                                                                                                                                                                                                E
                                                                                                                                                                                                                                 OW
                                                                                                                                                                                             EA

                                                                                                                                                                                                                                                                                                           AP
                                                                                                                                                                                                              LK

                                                                                                                                                                                                                                                                                                                                       N
                                                                                                                                                                                                                                                                                                                                                                                           aromas:

                                                                                                                                                                                                                                                                                                                            NC
                                                                                                                                                                                                                           EN
                                            RECOMMENDED FOUR BAY

                                                                                                                                                                                                                                                                                                          PE

                                                                                                                                                                                                                                                                                                                                                 S
                                                                                                                                                                                                               O

                                                                                                                                                                                                                                                                                                                                       A
                                                                                                                                                                                  LI

                                                                                                                                                                                                 RT

                                                                                                                                                                                                                                                                                                                                                E
                                                                                                                                                                                                                 Y
                                                                                                                                                                                                                 UD
supermarket has 4 bays for

                                                                                                                                                                                                                                                                                                                                   R
                                                                                                                                                                                                                                                                                                                          UI

                                                                                                                                                                                                                                                                                                                                               P
                                                                                                                                                                                                                                    E
                                                                                                                                                                      G

                                                                                                                                                                                   G

                                                                                                                                                                                                                            T

                                                                                                                                                                                                                                                                                                                                  R

                                                                                                                                                                                                                                                                                                                                           A
                                                                                                                                                                          O

                                                                                                                                                                                                   H
                                                                                                                                                                                    H

                                                                                                                                                                                                                                      R

                                                                                                                                                                                                                                                                                                                                 U
                                                                                                                                                                                                                                                                                                                         Q

                                                                                                                                                                                                                                                                                                                                           R
                                                                                                                                                                              L

                                                                                                                                                                                                                   Y
                                                                                                                                                                                     T

                                                                                                                                                                                                          TO
                                            SUPERMARKET CIDER FIXTURE
                                                                                                                                                                               D

                                                                                                                                                                                                                                                                                                                                       G
                                                                                                                                                                                                                                                                                                                                C
                                                                                                                                                                                                                                                                                                                                                                                           •    Vinegar, Sherry & wet

                                                                                                                                                                                            Y
a cider fixture, adjacent to the                                                                                                                                TR                 E
                                                                                                                                                                                                                                         FLORA
                                                                                                                                                                                                                                              L                                                                                                      N

                                                                                                                                                                                                                                                                                                                                     T
                                                                                                                                                                                                                                                                                                                           ED
                                                                                                                                                                                                                     N
                                                                                                                                                                                             E
                                                                                                                                                                                       N                                                                                                                                                         O

                                                                                                                                                                                                                                                                                                                                    A
                                                                                                                                                                     A

                                                                                                                                                                                                 LL

                                                                                                                                                                                                                       E
                                                                                                                                                                      N                 /                                                                                                                                                       M

                                                                                                                                                                                                                                                                                                                                  SC
                                                                                                                                                                                            S                                                                                                                                                                 E

                                                                                                                                                                                                                                                                                                                          R
                                                                                                                                                                          SP                                                                                                                                                                E

                                                                                                                                                                                                      O
                                                                                                                                                                                                                                                                                                                                                          G
other BWS ranges in store,                                                                                                                                    AS                             H
                                                                                                                                                                                                                   UR
                                                                                                                                                                                                                                                                                                                                           L
                                                                                                                                                                                                                                                                                                                                                                                                cardboard – suggest the

                                                                                                                                                                                                                                                                                                                                U
                                                                                                                                                                                                 IN                                                                                                                                                   N

                                                                                                                                                                                                          W
                                                                                                                                                                            A                                                                                                                                                                        A               E

                                                                                                                                                                                                                                                                                                                              M
                                                                                                                                                                   TR              R                                                                                                                                                                             L
                                                                                                                                                                                                                 LO                                                                                                      FR
                                                                                                                                                                                                      Y                                                                                                                                          R
                                                                                                                                                                     IN                EN                                                                                                                                                       O             PP
                                                          BAY 1                BAY 2                   BAY 3                  BAY 4

                                                                                                                                                                                                                                                                           fruit
therefore the recommendations                                                                                                                                 BI
                                                                                                                                                                          G
                                                                                                                                                                              EN
                                                                                                                                                                                             T
                                                                                                                                                                                                               C
                                                                                                                                                                                                                O                                                                                                          U
                                                                                                                                                                                                                                                                                                                            I                       N
                                                                                                                                                                                                                                                                                                                                                         EA
                                                                                                                                                                                                                                                                                                                                                           NA
                                                                                                                                                                                                                                                                                                                                                                                                product has oxidised.

                                                                                                                                                                                                                                                     flow
                                                                                                                                                                 T                     T                                                                                                                                                         PI
                                                                                                                                                                     TE                                                                                                                                                                                 NA

                                                                                                                                                                                                                                                                                              it

                                                                                                                                                                                                                                                                                                                              TY
                                                                                                                                                                                                                                  CL
                                                                                                                                                                       R                                                                                                                                                                             BA
are based on 4 bays of cider.

                                                                                                                                                                                                                                                                                            ru
                                                                                                                                                            SO
                                                                                                                                                                                                                                                                                                                                                            WI                             •    Banana (known as cider
                                             BEST

                                                                                                                                                                                                                                                                      stone
                                                                                                                                                                                                                                       ar

                                                                                                                                                                                                                                                                                                        s
                                                                                                                                                              UR                                                                                                                                                                                         KI

                                                                                                                                                                                                                                                                                                      ie
                                                                                                                                                                                                                                                          e

                                                                                                                                                                                                                                                                                       pf
                                                                                                                                                                                            E

                                                                                                                                                                                                                                          it

                                                                                                                                                                                                                                                                                                     r
                                                                                                                                                                                                                           T
                                                                                                                                                                                                                                                                                                                     s

                                                                                                                                                                                                                                                         r
                                                                                                                                                         SW                                                                                                                                                                                                               N

                                                                                                                                                                                          ST
Follow bottom shelf to top shelf good-                                                                                                                                                                                                                                                                                                                               LO
                                                                                                                                                                                                                                                                                                                                                                                                sickness) caused by

                                                                                                                                                                                                                           O
                                                                                                                                                                                                                                                                                                                    u

                                                                                                                                                                                                                                                                                                   er
                                                                                                                                                                                                                                                                                     pi
                                                      SINGLE BOTTLED SINGLE BOTTLED                                      CRAFTED FRUIT                        EET                                                                                                                                                                                                 ME

                                                                                                                                                                                                                                             y
                                                                                                                                                                                                                                                                                                                r

                                                                                                                                                                                                                            N
                                                                                           SINGLE CAN                                                                                                                                                                                                      it

                                                                                                                                                                                        TA

                                                                                                                                                                                                                                                                                               b
                                                                                                                                                                                                           BA

                                                                                                                                                                                                                             E
better-best, however, ensure that the                 CRAFTED CIDERS CRAFTED CIDERS CRAFTED      CIDERS                     CIDERS                      SOA                                                   S                                                                                           c
                                                                                                                                                                                                                  IC                                                                                                     ic                                          FIG
bulk packs are on the bottom shelf for
                                                       eg. HENRY WESTONS
                                                           VINTAGE
                                                                         eg. HENRY WESTONS
                                                                                VINTAGE
                                                                                                 E.G. FRIELS, CAPLE RD
                                                                                                                           eg. ROSIE’S PIG,
                                                                                                                            ELK WARNING
                                                                                                                                                              PY                                                       TA
                                                                                                                                                                                                                         ST                                                                                ex
                                                                                                                                                                                                                                                                                                                    ot                                                                          bacterial contamination.
                                                                                                                                                     MEDIC                                                                 E                                                                                                                                       RAISIN
the consumer’s ease of pack handling.                                                                                                                      AL
                                                                                                                                                                                                                                                                                                               d fr
                                                                                                                                                                                                                                                                                                                   u              it
                                                                                                                                                                                                                                                                                                          drie                                                       GRASS                 •    Mouse, (sometimes
                                             BETTER

                                                                                                                                                     RUBBERY

                                                                                                                                                                                   OFF-FLAV
                                                       SINGLE BOTTLE  SINGLE BOTTLE              SINGLE BOTTLE           SINGLE BOTTLE                                                                    CHEMICAL
Crafted cider is in growth, while value
formats are in decline therefore
                                                      PREMIUM CIDERS PREMIUM CIDERS               FRUIT CIDERS            FRUIT CIDERS
                                                                                                                                                   SULFUROUS                                                        L
                                                                                                                                                                                                                                                                                                                    GREEN                                          HERBAL                       described as ‘mouse cage’,
                                                      eg. STOWFORD PRESS   eg. STOWFORD PRESS      eg. KOPPARBERG          eg. KOPPARBERG
                                                                                                                                                                                                                ICA
surrender space for PET value formats                      & BULMERS            & BULMERS           & REKORDERLIG           & REKORDERLIG                                                                   LOG                                                                                           HE                                                       FENNE
                                                                                                                                                                                                                                                                                                                                                                                                or ‘mouse urine’) the

                                                                                                                                                                                                                                                                                                                                           LE
                                                                                                                                                                                                                                                                                                                                                                        L
                                                                                                                                                           HOLIC                                       HNO          AL
                                                                                                                                                                                                                                                                                                             RB
                                                                                                                                                    ALCO                                          T EC             C                                                                                    EA
                                                                                                                                                                                                                                                                                                                AL
for larger pack crafted ciders on the                                                                                                                                                                             I

                                                                                                                                                                                                                                                                                                                                        TAB
                                                                                                                                                                STY                                             OG                                                                                                                                                   HAY
                                                                                                                                                           /PA                                                 L                                                                                           RT
                                                                                                                                                                                                                                                                                                                                                                                                result of bacterial

                                                                                                                                                                                           OU
                                                                                                                                                                                                              O                                                                                       W       HY
bottom shelf.                                         4 PACK CANNED 4 PACK CANNED                4 PACK CANNED           4 PACK CANNED             PUT
                                                                                                                                                      RID
                                                                                                                                                                      D                                     BI                                                                                         O                                                          BA
                                                                                                                                                                                                          RO

                                                                                                                                                                                                                                                  ROAS
                                                                                                                                                                 KE

                                                                                                                                                                                                                                                                                                                                      GE
                                                                                                                                                                                                                                 L
                                                                                                                                                                                                                                                                                                         O                                                          SIL
                                                       MAINSTREAM    MAINSTREAM                   FRUIT CIDERS            FRUIT CIDERS                         O                                        IC                                                                                                                                                                                      contamination.

                                                                                                                                                                                             RE

                                                                                                                                                                                                                               A
                                                                                                                                                             O                                                                                                                                            D
                                                                                                                                                         R-C                                          M

                                                                                                                                                                                                                              B

                                                                                                                                                                                                                            AL
                                                                                                                                                                                                                                                                                                            Y
Apple cider is still the dominant cider                   CIDERS        CIDERS

                                                                                                                                                                                                                                                                                              SP

                                                                                                                                                                                                                                                                                                                                    VE
                                                                                                                                                       E

                                                                                                                                                                                                                             R
                                                                                                   eg. STRONGBOW           eg. STRONGBOW                            RN                                                                                                                                                                                     MI
                                                                                                                                                    OV

                                                                                                                                                                                               D

                                                                                                                                                                                                                                                      TEDF
                                                                                                                                                                                                                           E

                                                                                                                                                                                                                         IM
                                                                                                                                                               BA                                                                                                                                                                                 FO          NT

                                                                                                                                                                                                                                                                                                   IC
                                                                              eg. MAGNERS            DARK FRUIT              DARK FRUIT

                                                                                                                                                                                                                          H
                                                       eg. STRONGBOW

                                                                                                                                                                                                                                                                             NUTS
type on shelf and this should be                                                                                                                            SE                                                                                                                                                                                         RR

                                                                                                                                                                                                                       AN
                                                                                                                                                          R
                                                                                                                                                                                                                                                                                                                                                                                           •    Sour Milk/Yoghurt –

                                                                                                                                                                                                                                                                                                      E
                                                                                                                                                                                                                                                                                                                                                          ES
                                                                                                                                                       HO
                                             GOOD

                                                                                                                                                                   TY                                                                                                                                                                            M

                                                                                                                                                                                                                                                                                                     S
                                                                                                                                                                                                                                                          LAVO
                                                                                                                                                                                                                                                                                                                                                            T
reflected in the ranging. A space split                                                            MULTIPACK                                                  US          2S                                   FA
                                                                                                                                                                                                                                                                                                                                                    U
                                                                                                                                                                                                                                                                                                                                                      SH      SO
                                                        LARGE PACK                                                                                                                                                                                                                                                                                               IL
of about two thirds apple and one third               CRAFTED CIDERS         MULTIPACK              PREMIUM                MULTIPACK                         M
                                                                                                                                                                      /H      ID                                 TT
                                                                                                                                                                                                                                                                                                                                                         RO
                                                                                                                                                                                                                                                                                                                                                                                                a result of bacterial

                                                                                                                                                                                                                                                              URS
                                                                            MAINSTREAM             BOTTLED &              FRUIT CIDERS                             ST       C                                      Y                                                                                          Y
                                                                                                                                                                                                                                                                                                                                                  R
                                                                                                                                                                                                                                                                                                                                                    ES      O
                                                                                                                                                                                                                                                                                                                                                              M
                                                                                                                                                                 A
fruit is reflective of the current sales                eg. WYLD WOOD
                                                                           CANNED CIDERS         CANNED CIDERS                                                 E           A
                                                                                                                                                                                                                                                                                                            IC                                         IN
                                                                                                                                                                                                                                                                                                                                                                                                infection.
                                                      BIB, HENRY WESTONS
                                                                                                                         eg. STRONGBOW DARK                  Y
                                                                                                                                                                      T
                                                                                                                                                                        IC
                                                                                                                                                                                Y                                                                                                                         SP                                   P
patterns and optimal for the current                                                                                                                                                                                                                                                                                                             IP

                                                                                                                                                                                                        D
                                                                            eg. STRONGBOW            eg. BULMERS          FRUIT & KOPPARBERG                        E
                                                           MULTIPACK                                                                                                          X                                                               ROASTED

                                                                                                                                                                                                      SE
                                                                                                      & MAGNERS                                                   C         A
                                                                                                                                                                A

                                                                                                                                                                                                                                                                                                           P
marketplace.                                                                                                                                                              W

                                                                                                                                                                                                    DI
                                                                                                                                                                                                     Y

                                                                                                                                                                                                                                                                                                            A
                                                                                                                                                                                                                                                                                                                                                                                           •    An aroma of drains or eggs

                                                                                                                                                                                                                                                                                                             U
                                                                                                                                                                                                   IL

                                                                                                                                                                                                                                                                                                              N

                                                                                                                                                                                                                                                                                                               LP
                                                                                                                                                                                                  XI

                                                                                                                                                                                                                                                                                                                IS
                                                                                                                                                                                                 O

                                                                                                                                                                                                                                                                                                                PE
                                                                                                                                                                                                SY
                                                                                                                                                                                               /O

                                                                                                                                                                                                                                                                           BITTER ALMO

                                                                                                                                                                                                                                                                                                                  VA
                                                                                                                                                                                                                                                                                                          CIN

                                                                                                                                                                                                                                                                                                                  EE
Avoid duplication, particularly within

                                                                                                                                                                                               Y
                                                                                                                                                                                                                                                                                                                                                                                                indicate an infection.

                                                                                                                                                                                                                                                                                                                   PP
                                                                                                                                                                                             EA

                                                                                                                                                                                                                                                                                                   HAZ
                                                                                                                                                                                            ER
                                                                                                                                                                                             ID

                                                                                                                                                                                                                       SM

                                                                                                                                                                                                                                                               CHOCOLATE
                                                                                                                                                                                                                                      CAR

                                                                                                                                                                                                                                                                                                                     D
                                                                                                                                                                                                                                                                                                                     NI
                                                                                                                                                                                                                                                                                            COCO

                                                                                                                                                                                                                                                                                                                      ER
flavours of fruit cider, rather use
                                                                                                                                                                                          NC

                                                                                                                                                                                          GR

                                                                                                                                                                                                                                                                                                                      NA
                                                                                                                                                                                                                                                  COFFE
                                                                                                                                                                                                                         MA
                                                                                                                                                                                          TT
                                                                                                                                                                                                                         OK

                                                                                                                                                                                                                                                                                                                       LL
                                                                                                                                                                                        RA

                                                                                                                                                                                                                                                                                                    ELN
                                                                                                                                                                                       BU
the space to increase facings of the                         FLOW APPLE CIDER                                 TO FRUIT CIDER

                                                                                                                                                                                                                                          AME

                                                                                                                                                                                                                                                                                                                         MO
                                                                                                                                                                                                                                                                                                                                                                                           •    Any chemical smells in

                                                                                                                                                                                                                                                                                                                          A
                                                                                                                                                                                                                            L
                                                                                                                                                                                                                            Y

                                                                                                                                                                                                                             T

                                                                                                                                                                                                                                                                                             NUT
best performing lines to reduce out

                                                                                                                                                                                                                                                                                                     UT

                                                                                                                                                                                                                                                                                                                            N
                                                                                                                                                                                                                                                        E
                                                                                                                                                                                                                                              L
of stocks.                                                                                                                                                                                                                                                                                                                                                                                      draught cider indicate line

                                                                                                                                                                                                                                                                                       ND
                                                                                                                                                                                                                                                                                                                                                                                                cleaning issues.

30 | Westons CideR RepoRt 2018 | OFF TRADE Recommendations                                                                                                                                                                 WESTONS GUIDE TO TASTING CIDER | Westons CideR RepoRt 2018 | 31
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