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Ivanhoe Martin
Cider Bus Convert
Oman
273 Posts |
 Posted - 22/08/2005 : 17:17:42
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SHOCK HORROR! Cider in "upwardly mobile" slur.
(A friend at work brought in Saturday's Telegraph - don't worry, I've washed my hands after touching it - which says.. http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2005/08/20/ncider20.xml&sSheet=/news/2005/08/20/ixhome.html ....)
It may be Britain's oldest drink, but cider has suffered from a remarkably bad press in recent years.
For most people it is the poor relation of beer and wine - a sickly, fizzy brew best left to tramps, village idiots and rebellious 14-year-olds.
But now, after years lingering in the alcohol doldrums, cider is making a spectacular comeback. Following an intense promotional campaign, it has been successfully rebranded as an upmarket drink to be poured over ice and sipped from long, elegant glasses.
Pubs and bars are reporting a huge surge in demand while according to Tesco, Britain's biggest cider retailer, sales for home consumption have risen by 20 per cent over the past year.
"Cider has suddenly become the height of cool," said Ian Targett, Tesco's cider buyer. "The main reason for the rocketing demand is that the quality of a lot of cider is now more flavoursome and accordingly the presentation has gone more upmarket - moving away from plastic containers to elegant bottles and nice labelling.
"For example, we now have more single varietal ciders rather than ciders blended from various types of apple and brewing processes have got better over the last 10 years."
The revival comes after 10 years of declining or flat sales. The drink was badly hit by the rise of alcopops in the 1990s which stole its younger, female drinkers. The growing popularity of wine also dented sales.
However, over the past couple of years, cider makers have spent millions of pounds bringing out new products and re-marketing themselves to more upwardly mobile customers.
Bulmers, the maker of Strongbow, invested £20 million in the business in 2004 and is launching an upmarket variety called Sirrus while the Irish brand Magners has been heavily promoted over the summer and is now found in bars across Britain.
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They still don't get it, do they? |
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Gents
HMZ God
Trinidad and Tobago
2214 Posts |
Posted - 24/08/2005 : 19:58:30
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They just don't understand i dont think, they are tarring all cider with the same brush when im sure the people who really appreciate the quality ciders like most of the single varieties wouldn't drink Magners or Strongbow, but then again i don't really know anyone who drinks Magners or Strongbow. And they can't really talk about cider sells declining/increasing over ten years because the so-called up market single varieties haven't been around that long in supermarkets at all. I don't know, if it means more good cider is going to be on offer in our pubs and supermarkets, its got to be a good thing: HOORAY!
ZIDER |
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Do cider one up, landlord old chap.
