MARKET MONITOR A graphic guide to the off-trade

16 May, 2008

Where is the cider boom moving fastest?

The phenomenal growth in the cider market has been well tracked in recent years

but, as the chart here shows, retailers in different parts of the country are experiencing it at very different rates.

The most striking growth in the year to Feb 23 was in north east England, which has long had its own peculiar take on cider, with Scottish & Newcastle's sweet

Woodpecker

held in high esteem.

Other regions have seen a steady low-20s percentage increase, but the boom has been a little slower

taking off in East Anglia, the Midlands and, perhaps surprisingly, Wales and the

west - adjacent to, if not the epicentre of, cider's traditional heartland.

Scotland registered growth of 3% over the year, begging the questionáof whether this is the sign

of a plateau effect in the mainland market that was the first to witness the introduction of Magners.

Could this be the pattern we'll see across the rest of the UK

when theácider market starts to reach maturity in two or three

years' time?




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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