Why failing to stock a non-alcoholic cider is ‘a missed opportunity’
Cider’s popularity as a sales driver for pubs, bars and restaurants has led to a renewed take on the trend, with its potential crossover into the no and low-alcohol category being reconsidered. db reports.
The category, which was flagged for its successes across the hospitality industry of late by a recent report from Heineken, showed that it could unlock around £2 billion in value for the sector.
Looking at the opportunity this presents, non-alcoholic “clean cider” brand Chance, launched by Stockport’s Tripple J Drinks and produced by Worcestorshire’s Aston Manor, has also eyed the marketplace.
Chance, which last November gained a listing with The Wine Society following its recent launch in the UK, has had noted the crossover with moderation trends makes it a compelling brand to stock.
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Appealing to Gen Z and Millennials
Speaking to the drinks business, Chance founder John Logue said: “Cider reaching £2 billion in pubs shows just how important the category has become for the on-trade. What’s particularly interesting is that around half of cider is drunk by Gen Z and Millennials – the same groups driving the rise of moderation and alcohol-free drinking.”
Taking this into account, Logue explained: “That creates a huge opportunity for pubs. These drinkers still want to socialise in the pub and enjoy the drinks they love, but they’re increasingly looking for alcohol-free options as part of that.”
Logue told db that despite there being clear opportunities there are challenges with getting publicans to see this decision as one that makes sense and admitted that “the problem is that while most pubs now stock alcohol-free beer, alcohol-free cider is still rarely on the bar, despite cider being one of the UK’s most popular pub drinks, especially among Gen Z and Millennials”.
Non-drinkers influence the whole group
He added: “For venues, offering alcohol-free cider is about giving non-drinkers a decent option when they’re moderating, which ultimately helps keep them and their mates in the pub for longer.” Taking this into account, Logue also said that he wanted it to be recognised that “non-drinkers and those moderating also influence the choices of the whole group, so it’s crucial that pubs and bars have options that accommodate them”.
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