Sales of upmarket ciders are booming while much of the drinks sector is seeing flat or or falling demand.
Somerset based premium cider brand Showerings said it has seen 51% growth in sales volumes this year as the cider category as a whole flatlined.
The 180 year old brand, which is served at high profile locations including The Savoy, L’Enclume, Sketch, the Four Seasons Hotel London at Park Lane and London’s oldest restaurant Rules, which has not had cider on its menu for two decades.
The overall cider market in the UK is broadly flat, in fact showing a small decline, but premium and fine categories are experiencing strong growth.
According to the latest figures from Kantar, overall consumer spend in the premium cider category grew 11.1 per cent. There was also a 2.3 per cent in on trade volume year on year.
By contrast, the overall cider market fell back, with a 3.1 per cent decline. The premium share of the total cider market has increased from 20.9 per cent in 2023 to 23.4 per cent.
Nick Showering, Director of Showerings Cider, said: “Consumers are increasingly prepared to pay more for a refined, multi-vintage cider like ours and the UK’s leading sommeliers are recognising the quality and distinct taste profile that sets our cider apart from other offerings.
“Our strong performance over the past year reflects this growing appreciation, and we anticipate maintaining this momentum in 2025 as the category continues to expand.”
