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cider


Bar aims to lead the way on craft


WKD Core was launched in 2009.


Cider shows it’s got bottle


OPERATORS looking to grow cider sales would do well to stock a range of bottled options. That’s the advice from WKD


Core parent company Beverage Brands, which claims the volume of bottled cider sold in Scotland’s pubs and clubs rose 9% last year, taking the value of the market up 11% to £48 million.


And, according to the firm’s marketing director Debs Carter, WKD Core apple cider can help continue this momentum and attract new consumers to the category.


Following what was described as a “strong launch” in 2009, WKD Core is said to have delivered a healthy performance so far. And Carter reckons there’s scope for further growth. “WKD Core has had an immediate impact with consumers and has been received positively within the trade, with stockists reporting that it has helped to increase their overall cider sales,” she said.


“That was our aim when we launched WKD Core: to add a new dimension to the cider category which would bring consumers into the sector and generate incremental sales. “Where WKD Core has been given an opportunity and secured distribution it has performed well, but the brand needs more licensees to recognise that it brings something new to the category and give it the shelf space it deserves. “Our research revealed demand amongst consumers for a lighter cider drink and a brand with a more contemporary feel that differentiated it from all of the traditional, rustic imagery associated with cider. This provided the perfect opportunity for WKD Core to step in, break the mould, and bring new consumers into the category.”


16 - SLTN - February 17, 2011


ASK cider could be set for a popularity spike similar to that enjoyed by its ale counterpart. Angela Bradley, manager of Glasgow pub The Three Judges – SLTN’s reigning Cider Bar of the Year – said she is optimistic craft cider can replicate the success of cask ale, which has broadened its appeal and seen sales soar in recent years. “A few years ago cask ales weren’t so popular but The Three Judges was one of the main pubs to bring it to the public,” said Angela.


Cask cider isn’t everyone’s thing but once customers try it they’re often hooked.


“As we know the popularity of cask ale is well on the increase, so now I look at it as cask ciders will be the next thing to increase in popularity and The Three Judges will again be at the forefront of it.”


Craft cider is a key part of the offer at the Partick pub, which is a major destination for ale lovers. The outlet, part of Maclay Inns’ portfolio, always has one cask cider on draught, which changes twice a week; it also stages a cider festival three times a year when additional ciders are introduced.


The range is sourced from Theme Beers, which also supplies The Three Judges with cask ales. Cask ciders in the cellar when SLTN called included Hecks Medium (6.5% ABV), Weston


Cask cider a key component of award-winning pub C


The Three Judges’ manager Angela Bradley predicts craft ciders will increase in popularity.


Organic Vintage (7.3% ABV) and Thatcher’s Heritage (4.9% ABV). The bar also stocks Strongbow on tap, as well as a bottled range, which includes Whiskey Cask and Thistly Cross in addition to Bulmers, Magners and Kopparberg.


Anglea said she and the staff are quick to tell customers who order cider about the pub’s full range – and offer them samples to try before buying. “It isn’t everyone’s thing,” she said, “but at the same time many are surprised by the taster and enjoy the cask and then they’re hooked.” John Gemmell, trading director north at Heineken UK, whose Bulmers brand sponsored the 2010 SLTN Cider Bar of


the Year category, described The Three Judges as a “much-loved” bar. “It has developed a strong reputation for offering an outstanding range of brands served by knowledgeable and friendly staff,” he said.


“This ethos extends to its excellent cider offering, which is spearheaded by market leaders such as Bulmers.”


Strongbow calls action on new ad


STRONGBOW is looking for some audience participation in its latest marketing campaign.


The brand is using social networking site Facebook to call for Strongbow drinkers to submit a line for its upcoming, action movie-themed television advert. Strongbow fans are being asked to submit their line to the brand’s Facebook page (www.facebook. com/strongbow) and are able to view submissions by other fans in an online gallery. The lines of dialogue deemed the best will be included in the next Strongbow television ad.


Lucy Henderson, brand manager for


Strongbow at Heineken UK, said the brand has around 100,000 fans on Facebook. “We hope that offering the opportunity to our Strongbow Facebook fans to come up with the new end line for our advertising will create even more consumer interest and engagement with the brand and bring to life Strongbow’s ‘Hard Graft’ advertising message,” she said. The new ad will be shot next month.


Strongbow’s next ad will feature input from fans.


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