Home' Australian Hotelier : AH AUGUST 2016 Contents 16 | AUGUST 2016 AUSTRALIAN HOTELIER
Cider continues its widespread growth as a category in Australia,
and has not showed any signs of abatement in more than five
years. Euromonitor International has forecast that year-on-year
cider volumes have grown by 5.9 per cent for the year 2015-16,
thanks largely to consumers in the 18-29 age bracket.
"Cider is predominantly popular amongst younger consumers,
amongst whom it is taking over the role previously held by RTDs, being
a sweet alcoholic drink that young adults find to be a more palatable
option than wine," says Sara Agostino, research analyst -- drinks and
tobacco for Euromonitor International.
Another part of its popularity is its reputation as 'refreshing' and a
'thirst quencher', making its consumption skewed to the hotter half of the
year in Australia. So while cider sales are soaring in summer, how can it
be positioned in winter?
A DIFFERENT EXPERIENCE
Sean Prendergast, owner of Bilpin Cider Co, in the eponymous town in
the Blue Mountains region of New South Wales, is all too familiar with
the seasonality of cider.
"Obviously cider has its key selling periods during the summer period
and there is noticeable fall off over the colder months. As a business we
have accepted the cyclical nature of the category, however we have also
attempted to address consumer demand by creating alternate consumption
experiences and occasions during the leaner winter periods."
With five alcoholic varieties of cider and one non-alcoholic cider, Bilpin
Cider Co has opened up the consumer to different cider flavour profiles.
Some resonate better in the cooler months with consumers, and Bilpin has
also looked at creating different activations to encourage sales in winter.
"We have taken a dual approach to improving our sales in winter. On
the one hand we have created a consumption experience through mulled
cider and offering consumers the opportunity to combat the elements by
drinking warm cider with a range of exotic spices. We use Bilpin Original
for this mix," explains Prendergast.
"In addition we also have an option with our Bilpin Archibald Cloudy
Cider. This style and indeed the look and feel of the packaging, lends
itself to being consumed in the colder months and we have certainly seen
a pick-up in sales as a consequence."
Rekorderlig, as the best-selling imported cider brand in Australia, has
also looked to increase winter sales through a new activation, the Fika
campaign. Fika is a revered Swedish custom, where people catch up with
friends over a warm drink and snacks. Rekorderlig has brought Fika to
Australia to encourage cider consumption in winter.
"Traditionally, cider is enjoyed refreshingly chilled, however we
pioneered the de-seasonalisation of cider with the release of our hot serve
Spiced Äpple Cider, adding a point of difference for bars and excitement
to the category during winter," said Nikki Langford of Chilli Marketing,
long-time representatives of the Rekorderlig brand.
Rekorderlig will be supporting on-premise venues who want to get in
the Fika spirit for the rest of winter with recipes to drive cider and food
sales. A variety of kits will be available to cater to the style of venue,
and include urns and glassware to create a hot Spiced Äpple Cider serve.
Wooden Fika boards can also be provided to encourage sales of platters
MULL IT OVER
Following the popularity of mulled wine in pubs during autumn and
winter, mulled cider is also starting to gain a foothold in the hot beverage
space. Sydney pubs The Henson and Woolwich Pier Hotel are two venues
that have been doing mulled cider for a couple of years with great success.
Like mulled wine or indeed any cocktail, there's room to play in the
mulled cider space and to give a venue's serving its own unique spin. For
example at The Henson, a syrup is made up using the traditional spices
AUSTRALIAN CONSUMERS LARGELY REGARD CIDER AS A SUMMER DRINK, SO WHAT'S ITS POSITION
ON-PREMISE IN COOLER WEATHER?
campaign pairs warm
cider with winter snacks
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