Multiples cash in on cider

The cider category is receiving more attention than ever before from supermarkets keen to cash in on its summer appeal.

Morrisons has announced its sales of cider have risen by 20% in the past year, faster than any other category.

The multiple retailer has responded by putting more than 50 ciders on offer in its latest cider festival, including brands like Rekorderlig Wild Berries, Brothers Tutti Frutti and Friels.

The festival will take place across all Morrisons stores in the UK and more than 20 SKUs will be on a permanent multisave.

Sainsbury’s also ran its largest cider festival throughout May, which saw 20% off all its SKUs. Anna Townsend, buyer for BWS gifting and cider, said: “It’s the second one we have run, following on from the success of the first last August.

“It’s given us a fantastic uplift in sales, as well as encouraging customers to try new, less well-known ciders. Hopefully we have helped customers understand the category a bit better.”?Simon Russell, spokesman for the National Association of Cider Makers, said: “It’s much more of a crowded category than this time last year. Retailers are recognising its strength and have not only given more space over to cider but also more promotional slots.

“It’s a big trading period and that’s something retailers want to be a part of and producers are willing to invest to support it.”?Budgens has also reported cider sales were up 84% on last year following its biggest cider festival to date, which ran from April 21 to May 12 and featured more than 30 brands.