The Future

The UK cider industry has an impressive record of development that has seen its transformation from a ‘farm-gate’ scale business to a small but important player in today’s drinks market.  It has achieved this while at the same time maintaining the traditions of its rural base which has earned it a very positive reputation with consumers, retailers, regulators and others.

The unprecedented growth since the late 80's has been driven by the successful identification of ever changing consumer tastes, and a response that has seen large scale investment and innovation in brands and marketing support, underpinned by a total commitment to product quality.  These fundamental principles remain the key to the future success of cider and perry.

The NACM recognises that there are issues which can profoundly affect cider’s growth.  These include issues of scale - in volume terms the entire UK cider market is similar in size to the UK’s leading beer brand; and the level of tax and duty - where any significant adverse change in cider’s relationship with other alcoholic drinks has serious consequences.

Access to market is also a key concern as cider makers have very few opportunities to sell direct to the consumer and hence the cider industry cannot share in either the wholesale or the retail margins or influence the retail price of cider.

The main consideration therefore is to ensure the maintenance of the current stable regulatory and fiscal environment so that the industry may have the opportunity to demonstrate its innovation and resource.

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