Cider Scramble
www.beveragedynamics.com
July/August 2014 • Beverage Dynamics 35
believe because the big guys believe."
And the big guys agree.
"Ideally, we're supporting the growth of the entire category,
and we're hoping to bring more drinkers to cider," A-B's Aguil-
era says. "Choice and variety are the new rules of the game, and
they're not going away. We intend to prove that hard ciders
aren't a fad."
What's going mostly unspoken in all the camaraderie is the gen-
eral consensus that, once the dust settles, there will be two viable
subcategories of hard cider left--economy brands and premium
brands. The alcohol behemoths can afford to hedge their bets by
introducing lines in both groups, while smaller makers believe that
their decades of experience and loyal followings will help them
weather the chaos and come out with their reputations as premium
brands intact.
And maybe, just maybe, say the older cider houses, being top
dog right now isn't a great idea, with so many giants suddenly in
the mix.
"They're going to saturate the hell out of it--they're all trying to
beat up Angry Orchard," says House, whose family-owned ACE
Cider is currently the No. 8 brand. "They're just jealous of the
growth Jim's [Boston Beer Chairman Jim Koch] getting, so they
want some of that. We just want to be the top-shelf brand for the
10% of people who want quality, not quantity."
NOT ALL UPSIDE
If all that's the sweet, then there's still the sour to consider.
Though cider makers openly say that there's plenty of room for
everyone in the market, basic math might suggest otherwise. If a
(000 2.25-Gallon Cases)
Brand Supplier 2012 2013 % Chg
Angry Orchard Boston Beer Co. 2,200 5,800 ++%
Woodchuck Vermont Hard Cider Co. 2,250 2,750 22.2%
Crispin MillerCoors 710 1,215 71.1%
Strongbow Vermont Hard Cider Co./Heineken USA 880 1,240 40.9%
Hornsby's C&C Group 850 895 5.3%
Magners C&C Group 650 720 10.8%
Michelob Ultra Light Cider AB InBev 350 570 62.9%
Ace Cider California Cider 275 320 16.4%
Wyder's Vermont Hard Cider Co. 240 265 10.4%
Original Sin Original Sin Corp. 150 200 33.3%
Total Leading Brands 8,555 13,975 63.4%
Others 1,565 2,795 78.6%
Total Cider 10,120 16,770 65.7%
Source: The Beverage Information Group
To learn more go to www.bevinfostore.com
LEADING BRANDS OF CIDER
"Choice and variety are the new rules
of the game, and they're not going
away. We intend to prove that hard
ciders aren't a fad."
— Eli Aguilera, marketing executive for Johnny Appleseed
