To grow cider sales retailers must offer real choice and not me-too brands. You don't need duplications of mainstream brands - one or two are enough. Having some authentic and premium ciders is important, and so is reducing your 2 and 3-litre PET range. Making sure all your ciders are sold cold is crucial. Don't just have 10 lager brands in the chiller, make sure you have some space for cider.
John Mills, managing director, Gaymer Cider Company
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