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


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 question of 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 the cider market starts to reach maturity in two or three

years' time?

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Reasons to be cheerful

I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

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Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know