United Kingdom Cider Market Insights 2013

United Kingdom:Blue on UK television

Key Market Issues 2012 had an especially wet summer which undoubtedly hurt the cider category. Consumer spending continued to be hindered by the on-going economic situation. Drunk over ice, Magners was the founding father of these so called ‘modern ciders’. These beverages have appealed to a wider audience and blurred the line between FABs and cider. White cider, which had initially been offered as a premium proposition, continue to fade to well under 10% of the market. These strong ciders tarnished the good name of cider and for many years prompted the category to struggle with image problems. Interest in cider is growing around the world with many operators looking to these new markets to expand their businesses. Key Highlights The market is being driven by the so called modern ciders, of which flavored products are at the forefront. Modern ciders are descendants of the Magners brand. The rise in ‘modern ciders’ has come at the expense of FABs, just as the rise of FABs in the nineties came largely at the expense of cider. The key segment movement in 2012 was the rise of flavored cider, which has now overtaken the pear segment. The arrival of Kopparberg reignited the pear segment and its success prompted Magners, Bulmers, Stella Cidre and Strongbow among others to introduce pear variants.

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Anthony Costa, Duncan James, Lee Ryan and Simon Webbe represented the United Kingdom in 2011 with the song I Can achieving 100 points and 11th place – one of the highest places for some years. They talked to the host about various topics including how being on tour has taken on new meaning now that all of them are parents. They were also there to publicise their new tour Roulette which starts in Nottingham on 13 October. This follows their participation in the tv show The Big Reunion and follow up sold out show on 3rd May in London. The 21 day tour will take them to many cities in England, Scotland and Wales. Stay tuned to esctoday.com for the latest information on the UK and the Eurovision Song Contest . About the author Robin Scott I attended my first Eurovision Song Contest in 1995, and from 1996 presented daily live reports for radio stations from the event. Since then I have been providing material from everywhere the contest has been held. I also enjoy compiling most of the video materials for three UK ESC events each year. In 2010 I first provided material for esctoday.com.

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