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7 October 2019

This month, HEINEKEN UK has released the second edition of its series of industry reports, ShelfTalk, this time focusing on the booming Cider category. Shedding light on key issues, Shelf Talk offers insight into the category, as well as help and guidance on how stores can grow their sales throughout summer and across the year

With summer underway, there are huge sales opportunities available for retailers who want to maximise their profits in the Cider category. In the wake of huge news across the industry, such as exotic new flavours hitting the market and brands upping their sustainability credentials, the cider market is evolving, and so it is vital that retailers keep up with the changing landscape to drive sales further.

The Cider market is worth a huge £1 billion in the off-trade[1] and with HEINEKEN responsible for 35% of all cider sales in the UK[2], the market leader is in a strong position to highlight what consumers are looking for and what retailers should be capitalising on for 2019.

Following a similar format to its predecessor Shelf Talk: A Guide to No & Low (also available here), the report initially highlights the ‘State of the Nation’ and ‘key players’ within it, who are driving the category forward. Touching on how retailers can maximise their merchandising of the category, the report later delves into how to tackle the big issues and FAQs surrounding Cider, as well as a flavour wheel detailing how the different tastes of ciders can be paired and matched – proving the strength of the apple category and profiles within it as well as the exotic fruit flavours bolstering the category’s success.

Finally, the second edition of Shelf Talk features an interview with Jane Peyton, the UK’s first cider pommelier and an award-winning beer sommelier, writer, broadcaster and founder of the School of Booze, who discusses innovation in the category as well as how to promote cider in the cooler months of the year.  

Toby Lancaster, Category and Shopper Marketing Director at HEINEKEN UK, comments: “Helping to drive the category forward, as well as helping our customers increase their sales, is of utmost important to us all at HEINEKEN UK. That’s why we’ve decided to focus our second edition of ShelfTalk on the Cider category. With Cider an integral offering over the Summer period, this report not only offers retailers guidance on how to maximise sales during the warmer months, it also demonstrates how the category is still significant in the cooler seasons that follow.”

To download the Cider Shelf Talk report, please visit: https://www.starretailer.co.uk/-/media/project/star-retailer/documents/Report%202_2209%20Shelf%20Talk_Cider_A4_v12.pdf

The next Shelf Talk report will be released in September, focusing on the Premium Beer category.