John Mills, managing director, Gaymer Cider Company, made a call for the impulse sector to make cider a “hero category”.
He said cider had achieved tremendous growth over the last two years and was the fastest growing drinks category, but a disproportionate amount of the growth was in supermarkets with the impulse sector lagging behind.
The reason for this failing, he said, was that wholesalers and independent retailers were still concentrating too much on plastic bottles of cider while the growth was in amber cider in glass bottles and multi-pack cans.
He acknowledged that independent retailers had a good share of the cider market but said the bad news was it was in the wrong products. In order to resolve the problem, he said, suppliers needed to concentrate on supporting “pull through” from cash and carries rather than volume deals in, and wholesalers needed to get the right stock weight on shelves and give it maximum visibility.
He also called for a change in promotional strategy away from a concentration on price and instead focusing on every day good value.