Westons Cider, the UK’s leading authentic cider maker, urges retailers to capitalise on what it predicts will be a historic winter for cider sales.
The producer forecasts record cider sales as the first ever winter World Cup falls among a busy season of celebrations including Halloween, Christmas and New Year.
Previously considered a summer staple, cider is increasingly becoming a versatile year-round beverage ideal for all drinking occasions – with cider sales soaring in December compared to November (+25%, IRI). This winter, with many Brits planning to host an at-home celebration, Westons Cider says it’s crucial retailers do not overlook the category as the nights draw in.
In its latest annual cider report, the Herefordshire cider maker highlighted the importance of major sporting events for the cider industry with sales significantly uplifting around football tournaments.
With this in mind, Wholesale Manager headed to Soho Cash & Carry, near Birmingham, to chat to Darryl Hinksman, head of business development for Westons Cider, and Sumit Verma, buyer at Soho Cash & Carry, about the key cider trends retailers should be aware of.
To watch the video interviews, go to wholesalemanager.co.uk.
How is the cider category currently performing?
DH: The cider category is performing really well. Retail sales are at £1.2bn and 50% of all UK households now regularly buy cider.
Is there a perception that cider is just a summer drink? How can suppliers and wholesalers promote the message that cider is ideal for all occasions?
DH: In the past there has been this perception that cider is a summer drink and there is some sort of seasonality still. There are real peaks at Christmas and in the summer. Fruit cider is much more impacted by temperature than apple cider which is now a year-round drink.
What are the biggest trends for cider in wholesale?
DH: The biggest trends for cider are the ongoing premiumisation, a move to crafted and traditional ciders and perhaps a move away from fruit which is now down to about 30% of the total market.
How important is it to offer different pack formats across the cider range?
DH: I think it’s really important that wholesalers offer packs to cater for different occasions. Cider is primarily an impulse purchase so you want everything from single bottles to multipacks for parties, barbecues and of course watching the World Cup this winter.
Which are Westons’ biggest brands in cash & carries?
DH: Our biggest brand in the cash & carry channel by far is Henry Westons Vintage. That is now up to a retail value of more than £54m. Our second biggest brand is Stowford Press, which has grown quite significantly over the last two years.
With Henry Westons Vintage now worth £54m and one bottle sold every second, is this brand being stocked enough? How important is it to stock this and other best sellers?
DH: We still have some distribution gaps in the convenience channel. Whereas we probably have 99% distribution across the grocers, in convenience that is about 76%. So what we would advocate is stock up on the number one sellers. The number one cider SKU is Henry Westons and that should be stocked everywhere. But there is still room to grow. There are multipacks if you have a high footfall. But also because it is an impulse purchase, stock it in the fridge if there is room. Make sure you have enough SKUs on the shelf because the last thing you want to do is run out of stock on the bestsellers.
What can wholesalers do in depot to grow cider sales?
DH: They can use displays. They can have competitive pricing. They can advertise links to events such as Father’s Day or the World Cup or Christmas. They can promote around key periods and just make sure they have stock available and that it is well publicised.
Sumit also contributed, speaking from his perspective as a buyer.
How big a category is cider in your business? How fast is this growing?
SV: Cider is a big category in our business. It is growing very well year on year. Over the last few years we have seen exceptional growth within the category.
What are the biggest trends for cider in wholesale?
SV: I would say the biggest trend is premiumisation. Apple cider is doing well and then there are sub-categories like crafted cider which is also performing well.
Which are Westons’ biggest brands in your business? Which ones are growing fastest? Who’s buying them?
SV: Without any doubt Henry Westons Vintage is Westons’ biggest cider brand within our business. It is growing year on year and is one of the bestsellers in bottled cider. Westons’ bottled products are doing very well for us.
How did this year’s hot summer affect cider sales and demand? What are your expectations for this autumn and winter?
SV: In 2022, we had the best summer for many years. We saw a big growth in cider sales. I would say cider is an all year round drink. We cannot only focus on cider in the summer. It is a winter drink as well. I believe we will see the numbers also growing in the winter.
What is your category advice to your customers on how to grow their cider sales? Do you offer this advice online?
SV: I suggest retailers should always place the cider category in a prominent position in store. It should be visible. If they focus on the right pack sizes and cider sub-categories, they can grow sales. Cider is a drink which people also consume in the winter. It is not only a summer drink. It is an all year round drink and therefore should be marketed in store all year round.
What sort of sales increases can your customers expect to see if they take your category advice?
SV: They can definitely make some more profit. If they focus on the right cider sub-categories in their shops and businesses, their cider sales and profit will grow.
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