A third of all UK cider sales are fruit ciders and that is expected to rise to 50% within the next 5 years. This, together with the continuing rise of “craft ciders” that is starting to mirror the craft ale market means that producers have to be more canny than ever (especially the smaller-medium companies). Obviously Magners, Thatchers etc can sell enough “apple cider” but can our local independent producers? I’m not sure they can and more and more they will need to adapt their offering.

Personally, the whole concept of fruit cider I find pretty tricky. We’ve sold many different bottled fruit ciders here and generally de-stock them because of their HUGE sugar content. They always sell well but they taste so artificial that I struggle with my own aims of selling high quality products across all of our drinks range. Koppaberg Strawberry & Lime cider has 53 grammes of sugar per bottle and, increasingly, producers are driving high sugar/low fruit content products.

I’m therefore turning our attentions to smaller, innovative producers who are using natural, traceable ingredients. If I’m going to have to sell fruit cider I’d like it to be as natural-tasting as possible. Now, the products pictured are all on sale at The Rec but they won’t appeal to all. A great deal of our previous fruit cider sales were with younger folk who (you assume) are getting a kick out of the sugary fruit alcoholic fruit juice. These products will be too subtle for them I suspect and they will struggle but, so be it, I prefer to know what’s in my drink and, frankly, they taste a lot better to my palate.