Cider Makes Headway In US Market

on 07/07/14 at 5:11 pm

Industry

indexCider rang up $261 million in US retail sales during the year up to May 18 – an increase of 94% from a year earlier – as the drink treads the path beaten by craft and flavoured beers.

Though craft and flavoured beers have been enjoying a rip-roaring rise in sales in the States, the latest ‘in’ drink – cider – is the brew posting the steepest increase in market share, coming from nowhere to earn 1% of the drinks trade in next to no time according to Investors Business Daily.

Brewers are snapping at the chance to tap into shifting consumer tastes with ciders, as discerning drinkers move away from established mass-produced beers in favour of something more interesting, giving them more ‘bang for their buck’ in tough economic times.

“Today’s consumers tend to look for quality and authenticity and a connection to nature,” said Dan Rowell, the CEO and President of Vermont Hard Cider Co., which has been making Woodchuck cider – one of America’s top cider brands – for more than 20 years.

The cider on pour around the States includes a mix of dedicated brands like Angry Orchard and Woodchuck – both of whom boast being top of the tree in terms of cider sales – as well as big-brewer launches like Smith & Forge and Stella Artois Cidre who are aiming to dominate particular sections of the market.

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