One swallow does not a summer make. Neither does it make a revival. But brewers have every right to be positive right now.

The clouds over the British beer market appear to be lifting, thanks to a combination of economic recovery, inspired NPD, increased deal activity and last summer’s decidedly un-British heatwave. Adding to the industry’s warm glow has been the abolition of the duty escalator and two beer duty cuts. The current little shindig in Brazil, notwithstanding England’s embarrassing defeat, is helping too.

Overall beer & cider volumes have risen 0.9% in the past year [Kantar Worldpanel 52w/e 30 March 2014], a far more virile performance than the 4.4% decline we described a year ago as ‘Brewer’s Droop.’ This has primarily been driven by booming cider sales and solid growth in premium ales and world lager .

Although lager is still in volume decline overall, this has slowed from 6% a year ago to 1.9%, giving brewers more cause for optimism, says Alpesh Mistry, customer marketing director at Molson Coors : “The improved economic outlook has increased the amount people are spending on the category, as well as increasing investment levels allocated to the category from retailers .”

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Look at the rise in featured space deals, in locations such as store entrances and gondola ends, for proof. The big four, Co-op and Waitrose have increased use of such deals by 14.2% combined and average depth of deal on the five most promoted brands has risen from 16% to 17.7%. Only Carling, already the most discounted lager, has not cut depth [Assosia 12 m/e April 2014].

“The market seems to be stronger than ever with promotions and there is only one winner - the customer,” says Tesco beer buyer Chiara Nesbitt. Shoppers have certainly been scoring during the World Cup. Eight of the 10 biggest beer & cider brands were cheaper in the week before this year’s kick-off than in 2010 [The Grocer 14 June].

Growth isn’t only down to lower prices, of course. The raft of new fruit and spirit flavoured products launched lately is to thank for much of this, and many say demand for sweeter drinks will continue.

  • It’s a story of revival for beer & cider in the past year with the category back in growth and outperforming total alcohol . Last year, the sector lost £42.5m; this year growth is worth £64.9m.
  • The proliferation of flavoured cider has bought in new shoppers who are adding cider to their alcohol repertoire.
  • Growth in ale has been through the premium end, with bottled ale and craft beer particularly strong.
  • Growth in flavoured cider and craft beers - coupled with the fact they’re mostly sold in single bottles at a higher price than multipacks or cans - has pushed up average prices.
  • Lager has seen pockets of growth in the world, fruit and spirit sectors, reflecting the wider trends of premiumisation and experimentation.

Katie Thomas, Kantar Worldpanel

“We haven’t seen so much innovation around a single trend for a long time,” says Carlsberg trade marketing director David Scott, adding that demand has been driven by a change in the palates of younger drinkers. “It’s the saccharine generation; consumers who have become used to a sweeter taste profile through drinking more soft drinks and fruit juice than previous generations.”

Nowhere is this more apparent than in cider, with the continued boom in fruit-flavoured ciders driving cider’s overall growth. Brands best known for their fruit flavours - such as Kopparberg, Rekorderlig and Bulmers - have seen sales soar in the past year.

”Dark Fruit was a winner in 2013 and we think Citrus Edge will be at least as successful”

Suppliers have also found success in extending further into flavours through NPD, as Heineken has with Strongbow. Value sales of Strongbow overall have risen in line with the cider category, by 11.3%, thanks primarily to strong sales of Dark Fruit, launched last June [IRI 52 w/e 29 March 2014].

The latest extension is Strongbow Citrus Edge, a 4% cider with lemon and lime that rolled out in mid-March. “Dark Fruit was a winner in 2013 and we think Citrus Edge will be at least as successful,” says Martin Porter, Heineken off-trade MD.

Spiders…

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Heineken has also expanded its Bulmers portfolio this year, rolling out two lower-abv variants - 2.8% Bulmers Five Fruit Harvest and Bulmers Indian Summer. The business wants to tap the boom in lower-strength flavoured drinks and claims the NPD represents the birth of a new, lighter cider category.

And there’s plenty more growth to be had, says Ed Shoebridge, head of customer marketing at Magners owner C&C Group. “Kopparberg, Bulmers and Rekorderlig have all done an excellent job of capitalising and driving consumer demand for flavoured ciders,” he says. “The continued growth shows there’s plenty of room for more brands to engage with flavoured innovations.”

One way suppliers are looking to do this is by adopting another trend rooted in the beer market - flavouring drinks with spirits. The trade has adopted the word ‘speers’ to describe spirit-beer mixes, and the even more awkward ‘spiders’ is being used to describe blends of spirit and cider. “We’ve seen the impact spirit-flavoured beers have had in revitalising the premium lager category,” says SHS Drinks innovation & development head Mark Hopper. “There’s still plenty of stretch in cider to accommodate this new spirit cider sector, bringing together two categories that are both credible and highly motivating for consumers.”

Lager louts go posh with import beers

  • Imported lagers and fruitier, weaker and spirit-based variants have helped lager recover from last year’s 6% volume decline.
  • Look no further than San Miguel’s market-leading value rise for proof of how lager drinkers are going Continental. Fruit variant Fresca has also helped.
  • We’ll pay more for import brands, too, with Italian Peroni fetching 70% more than the market average.
  • UK brewed lagers such as Carlsberg and Stella have lost ground to these more exotic rivals, despite being considerably cheaper.
  • Bud bucked the trend with its various football sponsorships (including the World Cup) and a 31.7% hike in featured space deals [Assosia], scoring lager’s biggest volume rise.

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SHS has been one of the pioneers of ‘spiders,’ with Orwell’s, a 5.5% abv amaretto-flavoured cider rolling out last month under the banner ‘The traditionally untraditional cider.’ The launch is the result a year of consumer research and product development, and follows the rollout of spirit beers by SHS.

“Entering the spider category is not something we’ve rushed into as it’s been important for us to create an exciting and motivating flavour profile that pushes the boundaries,” adds Hopper. “We believe this hybrid combination will extend cider consumption into new occasions as it is more likely to be purchased for higher energy social occasions than the mellower, lower-key social occasions usually associated with cider.”

Cider is particularly suited to flavour innovation, adds Shoebridge, and is well equipped to react to the product promiscuity of younger drinkers. “The industry has many opportunities to meet demand over the coming years,” he says. “There’s a range of possibilities for flavour innovation, new serves and the introduction of brands from around the world.”

Imported brands

Kopparberg and Rekorderlig have shown how receptive Brits can be to imported flavours. Now many more imported brands are looking to tap this trend.

“Young adult drinkers who travel are very familiar with different ciders from around the world,” says Anthony Mills, European marketing head of South African cider brand Savanna. “Increasingly, consumers introduced to world ciders while travelling continue to enjoy them when they return. Much of our activity this year will focus on bringing consumers closer to Savanna’s South African heritage.”

Distributor Morgerot has just added premium Spanish cider Avalon Sidra to its portfolio, and is tipping further growth in European brands in the UK. “Brands from the cider producing heartlands of Europe, like Austuria in Spain, will see consumer interest as they search for authenticity, heritage and quality,” says Morgerot national account director Graham Archibald.

Brands from further afield are looking to cash in too. In February, C&C extended US-style cider Hornsby’s, which made its UK on-trade debut last summer, into the off-trade in apple , pear with strawberry & lime flavours, and in April Halewood International launched Lazy Jack’s, another US-style cider, packaged in green glass 12 fl oz (355ml) bottles - a popular format in the US - and marketed as ideal for pairing with American food such as pulled pork .

Since February, Heineken has been rolling out New Zealand brand Old Moat, comprising summer berries, passion fruit & apple, and kiwi & lime flavours and backed with a £3m launch campaign. “Old Moat is unique in the marketplace,” adds Heineken’s Porter. “We were not sure how consumers would take to a more unusual flavour like kiwi & lime but it is doing particularly well.”

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Arguably, Stella Artois Cidre has suffered because it has been slow to embrace the trend for fruit flavoured ciders. The brand enjoyed explosive growth after its 2011 launch, thanks to its premium cues and Belgian brand message. However, in the past year, the brand’s value sales have dipped 0.7%, according to IRI, although volumes have benefited from a shift to larger multipacks.

In May, owner AB InBev responded with the addition of a raspberry variant to the Cidre line-up, which until then had comprised apple and pear products. “Stella Cidre Raspberry brings a sophisticated new variant to the market,” says AB InBev UK off-trade sales director Simon Harrison. “With this launch, we are further demonstrating commitment to and investment in the cider category.”

The ongoing proliferation of branded flavour variants is not without its risks, however. “Retailers need to be wary that an increasing number of fruit ciders are offering similar taste profiles,” suggests Glen Friel, sales & marketing director at Aston Manor Cider. “It is important to ensure new flavours and variants are adding to the drinks fixture and not cannibalising sales.”

‘Real’ cider

Some even suggest there’s something of a backlash going on against the growing - indeed, almost complete - dominance of the world’s biggest brewers in the supermarkets ’ cider fixtures. “Cider lovers are becoming discerning about what they drink,” says David Sheppy of Sheppy’s Cider, which has recently rolled out a 4% abv raspberry variant. “Major multiple retailers were quick to recognise the importance of smaller, premium ciders and have been listing local brands for some time.”

Brands such as the Garden Cider Company, which is benefiting from growing demand for ‘craft’ ciders - a movement that’s already transformed ale and is starting to influence lager. “People want ‘real cider’ instead of chemical, industrial mass-produced brands,” contends Ben Filby, co-founder of the Garden Cider Co, which is currently listed in 50 Tescos in London and the South East. “Craft cider, made with real apples , will pull people away from the lager and wine brands.”

Martin Thatcher, MD of Thatchers Cider, suggests retailers could do more to take advantage of the opportunities. “By giving more space to apple ciders - especially those with authentic heritage, provenance and craft in their production - retailers will show they’re attuned to what shoppers are demanding,” he says, adding that the supermarkets should pay attention to the growth of craft apple ciders in pubs.

Seasonal ciders are also growing in the on-trade, says Ian Lewis, marketing manager at Westons, which will launch a mulled cider 2.25-litre bag-in-box SKU into the off-trade in the autumn. “We’ve had requests from our grocery partners and have seen massive growth of mulled cider in the on-trade,” says Lewis. The NPD could allow the brand to become less dependent on a hot summer for sales.

With a wealth of innovation in cider - and the fact cider sales are typically strongest when the weather is good, as it was last summer - beer sales have shifted to the cider category in the past year, according to Kantar. Volume sales of lager have dropped 1.9%, with value down fractionally less.

Old Speckled Flies as cans get canned

We’ll pay more for a premium pint. Just look at the 38% premium over the average price of ale fetched by Old Speckled Hen, Badger, Fuller’s and Hobgoblin for proof.

Ale’s average price rise is down to drinkers opting for premium bottle ales such as these instead of multipacks of cans, say brewers.

It shows. Volumes of canned brands John Smith’s, Boddies, McEwan’s and Tetley’s have fallen 6.8%, or 2.9 million pints. Value is also down.

Badger has had a blinder, partly by running regular multibuy deals in the mults. Old Speckled Hen has struck a chord with TV ads (above) and NPD, as Hobgoblin pushed its status as the ‘Unofficial Beer of Halloween.’

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Fruit lager

That’s not to say lager has wanted for innovation and many of the same trends shaping cider have been evident. Recent launches include Carlsberg’s extension of its low-abv range with a 2.8% abv blend of lager & blackcurrant; Tennent Caledonian’s 2.8% abv Lemon T; and 4% abv Freddies beer (in mango and wild berries flavours), launched by a former Kopparberg director.

“There’s every reason to believe consumer interest and expenditure in flavoured alcoholic drinks will continue to grow,” says Molson Coors’ Mistry. Indeed, the brewer’s Carling brand has outgrown the rest of the lager market, thanks in no small part to the Carling Cooler and Zest extensions. Last month, Molson Coors unveiled seasonal NPD Carling Zest Red Berries.

“There’s every reason to believe interest in flavoured alcoholic drinks will grow”

Of course the higher margins offered by lower abv beers - the duty burden on beer at 2.8% abv and below is considerably less than that on standard lager - make them as attractive to brewers as they are to drinkers. “Brewers have been keen to invest in premium brands with a lower abv to enable increased consumption during occasion opportunities,” adds Mistry, who expects flavoured lager to account for 11% of total lager sales by 2017, up from 2.1% now. “These brands will often benefit from lower pricing in the lower duty regime.”

Lower-abv beers may be a growth area but it’s not necessarily growing as a result of the reduced alcohol content. Kantar Worldpanel research suggests the sweeter flavours are drawing in consumers; drinkers who want to cut back simply drink less often, says Kantar.

“If consumers are opting for our products because of taste it is a testament to the work we’ve done to produce great-tasting low abv products,” says Porter at Heineken, which produces lower-abv Foster’s Radler and extended the sub-brand this year with a lime & ginger flavour and a non-alcoholic variant.

Heineken has also enjoyed great success with Desperados, which it extended this year with 4.7% abv Desperados Verde, a mojito variant that mixes the original drink’s tequila flavour with a hint of mint and lime. Such exotic flavours could well strike a chord with drinkers as they watch the festival unfold in Brazil over coming weeks.

Cidre slips as Nordic fruit brands bloom

We’re not sure what Le Président (left) has to smile about: Cidre has had its first year-on-year value fall since launch.

Larger packs also led to the only price fall in the top 10.

Cidre arguably missed out on the fruit cider boom, having only had apple and pear variants until it launched raspberry in May.

Nordic cider is now as hot as Nordic noir as a result of this trend. We’ve paid more for Rekorderlig and Kopparberg thanks in part to the brands’ exotic ciders flavoured with everything from cloudberry to guava.

Fruity innovation such as Strongbow Dark Fruit and Bulmers Bold Cherry have helped these brands justify higher average prices, but fewer drinkers swallowed Magners’ 2.1% rise.

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Spirit beers

Desperados is the driving force behind the spirit beer boom, and accounts for almost two-thirds of a £30m subcategory that many buyers expect to grow. “Spirit beers are definitely here to stay and we foresee a sharp NPD uplift over the next few years,” says Matt Cain, senior beer & cider buyer for Conviviality Retail, which operates the Wine Rack and Bargain Booze brands.

Tesco’s Nesbitt adds that spirit beers are very popular with the 18-plus age group entering the lager category: “There is still huge growth in this area and this will continue for at least another 18 months depending on what innovation comes next.”

Spar BWS head Tina Hird also believes the performance of the spirit beer category will come down to the effectiveness of new launches. “Spirit beers will remain in the market for some time,” shes says. “Although how significant they are will depend on their brand owner’s ability to drive demand via NPD while retaining the kudos of the brand.”

”Quality, innovation and attention to detail have been driving interest in craft beers”

One recent launch could give Desperados a run for its money, suggests a leading category buyer - the Cubanisto rum-flavoured beer rolled out by AB InBev this spring. “Inspired by the vibrant spirit of the Caribbean, Cubanisto taps the growing consumer demand for new flavours,” says AB InBev’s Harrison. “Given the recent performance of the spirit beer market, we expect the category to continue to perform strongly.”

Meanwhile, SHS Drinks has relaunched the bourbon and rum-flavoured spirit-flavoured beers it debuted in January 2013. Both will now be sold under the Dead Crow brand in bottles embossed with a map of the world to signal SHS’s intention to develop a range of spirit-flavoured beers from around the globe.

And Morgenrot has introduced Bachata, a premium lager flavoured with genuine Cuban rum . “The market’s been flooded with cheap alternatives often made with flavourings and syrups,” says Archibald. “Bachata is made using Cuban rum aged in oak casks for seven years. This quality, innovation and attention to detail has been driving interest in craft beers. We have high hopes for the brand.”

Bachata has the potential to exploit the interest in world beers that has helped brands including San Miguel, Corona and Peroni outpace the overall lager market. San Miguel has also benefited from demand for fruitier and lower-abv lagers with its Fresca spin-off.

Lagers ramp up spend in big ad splash

In addition to supporting the industry-wide Let There Be Beer campaign last year, the 10 biggest-spending beer and cider brands forked out an extra 24.6% (or £17.3m) on ads last year.

Six of the top 10 were lagers. They spent £43.8m on ad space (up 18.1%). Only Stella cut spend, although it did become the official lager of Wimbledon Tennis in May.

Lager ads mostly worked, but they weren’t all quite as Refreshingly Perfect as the Carling ads, which helped drive £14.4m growth [IRI].

Only Strongbow and Bulmers gained more sales than Carling, while an 82.6% hike in spend by Guinness failed to deliver in the off-trade.

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World beers

“Retailers should allow space for world beers as they command a 46% premium vs the premium lager average, with consumers willing to pay more for drinks with perceived authenticity and provenance,” says Sam Rhodes, director of customer marketing at Peroni owner Miller Brands.

World beers have contributed to much of the growth in lager, adds James Wright, sales & marketing controller at Halewood International, which distributes Tsingtao. “Tsingtao has recorded significant off-trade growth, particularly around Chinese New Year,” he adds. “It appeals to younger, more affluent consumers and this is where we see further growth in the category. Tsingtao performed particularly well with retailers who have combined food and drink promotions.”

”Consumers may be drinking less lager, but many are now looking to drink better lager”

Spanish beer Alhambra, meanwhile, has benefited from the tapas food trend. “Our world lager brands such as Alhambra, Quilmes and Krombacher are all seeing strong growth,” says Morgerot’s Archibald. “Consumers may be drinking less lager, but many are now looking to drink better lager; that’s good for the category long term.”

It’s a view echoed by Peter Karsten of World Beers, which rolled out Brazilian craft beer brand Amazon to the UK in time for the World Cup. “It’s been happening slowly over the last few years but I really believe more and more consumers are starting to look for quality over quantity,” he says.

The premium bottled ale market has also been spreading its wings of late - with British drinkers particularly embracing US-style craft beers. Marston’s says its Californian Common Steam Beer is one of the star performers of its Revisionist craft range, while Arundel Brewery is collaborating with the Wild Heaven Craft Brewery in Atlanta, Georgia, to launch an American Pale Ale.

But it is home-grown brews that account for the bulk of the PBA market, which is in good Health as the craft beer movement brings younger shoppers to the category. “Interest in premium ale is increasing as customers move away from faceless brands and tasteless lager towards unique and interesting alternatives,” says Robin Couling, MD at Bath Ales.

Drinkers will pay more for interesting and unusual beers, too. “Continuing premiumisation shows consumers are happy to pay a fair price for the quality, variety and taste the PBA category offers them,” says Marston’s take-home & export head Carl Middleton.”The category has been allocated more space by retailers this year, which has paid dividends, delivering an incremental £29m.”

Premium bottled ale

Larger brewers are also eying the PBA category, with Heineken - which owns ales including Deuchars and Theakston’s Old Peculier - saying it is an area it is looking to tap. “There is a lot of choice and consumers want to trial and experiment,” says Porter, although he warns there will be rationalisation and consolidation in the category.

”There is a lot of choice in the PBA category and consumers want to trial and experiment”

The willingness of PBA shoppers to experiment is helping the category perform well, says Tesco’s Nesbitt. “Whether it’s because customers are feeling experimental or they recognise one of their favourite brewers, they are happy to trial these products and if they like them they will re-buy,” she says. “Variety is the spice of life and this category definitely has lots of variety.”

Conviviality agrees, and has recently increased its own PBA range to 36 lines from 28. “PBAs are popular with younger customers who are drinking less but want greater enjoyment and a more intense flavour,” adds Cain. “Golden ales are driving this trend and provide an easy entry for lager drinkers.”

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Marston’s certainly seems to think so: it’s about to extend Hobgoblin into the golden ale market with Hobgoblin Gold. Premium brands such as Hobgoblin, Badger and Old Speckled Hen - which has flying sales of the Old Golden Hen variant launched in 2011 to thank for much of its recent growth and in April launched Old Hoppy Hen - are outgrowing traditional canned brands such as John Smith’s, Boddingtons and Tetley’s.

This is evidence of the ongoing polarisation of the ale market, says Tesco’s Nesbitt: “Standard bitter is an older style of brew and with so many fresh, tasty unique styles of ale joining the market, both in premium can and bottle, there is little appeal to customers to move into the standard bitter area.”

Canned bitter and, to a lesser extent, canned lager have been losing space in store as a result of changing consumer tastes. “There has been no fundamental change in in-store merchandising in the past 12 months but some movement in the space allocated to categories,” says a senior industry insider. “Some of the bigger lager brands have lost space with the growth of flavoured ciders.”

Pub visits up as ‘weekend millionaires’ live it large

At last, we’re returning to the pub. Pubs, clubs and restaurants’ share of all servings of beer & cider in Britain has gone from 39.4% to 41.7% in the past year [Kantar Alcovision 52 w/e 31 March]. That’s the greatest swing in the on-trade’s favour for more than a decade.

Don’t go rolling out the barrel to celebrate the revival of the boozer just yet, however. “The decline’s been going on for 15 years. We’re now at the bottom of the curve,” says Kevan Mulcahey, Kantar’s alcohol unit director. “It got to the point where pub visits were at the lowest level and there was an opportunity for pubs to start to grow again. We don’t think it will ever recover to prior levels but pubs are still a great way of delivering profit. Much more so than retailers.”

Especially in light of the so-called ‘weekend millionaires’ phenomenon, adds Mulcahey, who points out that while pub visits are up, the number of drinks we consume on a night out is still in decline. “When people do make the effort to go out, it’s more of an occasion,” he explains. “That means people are prepared to spend more on their drinks.”

Hence the rise of craft and spirit beers, fruit ciders and cocktails in the on-trade. “Growing consumer confidence has certainly sparked a resurgence in the on-trade,” says Ed Shoebridge, customer marketing head at C&C Group.

Kopparberg marketing head Rob Calder concurs, pointing to the brand’s recent strong growth with older drinkers. “We’ve seen older drinkers move into cider in the off-trade in recent years,” he says, adding weight to Kantar’s finding that the greatest growth in drinking out is among the over-50s. “It’s great to see this replicated in the on-trade.”

Some suggest pubs are starting to recover because landlords have upped their game. “Pubs have had to sharpen their offerings,” says David Paterson, Hogs Back head of sales. “More are attuned to customers’ needs because they’ve been through the mill.”

Promotions

Another supplier adds that the space given to cider is increasing, with a number of major retailers changing their planograms to reflect this. “In ale there is a shift away from canned to PBA, but retailers are aware that PBAs are still relatively low-volume products on a SKU-by-SKU basis,” he says. “The more interesting development to look for will be how retailers balance space across the beers, wines & spirits fixture, with beer and cider currently in a stronger position than the others.”

”Some of the bigger lager brands have lost space with the growth of flavoured ciders”

The Co-op Group says it has reallocated space from canned to PBAs and increased the space given to cider in chillers, a tactic also adopted by Conviviality. “We have been increasing our range of chilled cider in our franchisees to maximise impulse sales on hot days,” says Cain, adding that the retailer has also consolidated its PBA promotions - three bottles for £5, or eight for £12. “This simplifies the buying decision for customers and gives them the opportunity to pick and mix.”

Drinkers can pick and mix their premium ales for less around key occasions too. While 3-for-£5 or 4-for-£6 are the promotions of choice for the mults on PBAs, last Christmas some resorted to 4-for-£5 deals to drive volumes during the festive season.

Growing reliance on deals is enough to concern any brand, especially if you’re a premium player like Kopparberg, which in the past year has sold at a 74% premium over the average price of cider [IRI]. “There’s still healthy margin in fruit cider,” says marketing head Rob Calder. “Consumers are still coming into the category, so we’d argue that milking the category isn’t the answer. The big brewers are satisfied with tiny margins from scale but this is a premium category that can continue to deliver for the off-trade.”

The England football team may not have delivered but if the weather holds up, the drinks industry looks set to continue to score this summer.

Hobgoblin Gold

Launching: July 2014 

Distributor: Marston’s

With retail growth worth £9.2m over the past year [IRI], it was only a matter of time before Hobgoblin spawned a spin-off. This impish new arrival (rsp: £1.99/500ml bottle) will touch down in Tesco, Morrisons and Waitrose next week. Marston’s says the brew, which combines four hop varieties and an infusion of wheat and malted barley, has been devised to quench demand for lighter ales. While its colour may be light, at 4.5% abv, its not for lightweights.

Marie Jaune

Launched: June 2014

Distributor: Ilkley Brewery

With this year’s Tour de France making its Grand Départ from Yorkshire, Ilkley Brewery has launched a beer using French yeast and two French hops: Triskel and Bouclier. The blonde beer (rsp: £1.99/500ml bottle) is in Booths and Harvey Nichols and in three label designs inspired by the yellow, green and polka dot jerseys of competitors.

Orwell’s

Launched: June 2014

Distributor: SHS Drinks

Following its entry into spirit-flavoured beer with Dead Crow, SHS Drinks is launching a ‘spider’ or spirit-flavoured cider. Orwell’s (rsp: £1.89/330ml bottle) is a 5.5% abv amaretto-flavoured drink that fuses flavoured cider and spirits, both popular categories with 18 to 30-year-olds, SHS’s target drinkers.

Avalon Sidra

Launched: June 2014

Distributor: Morgenrot

We say cider. AB Inbev says Cidre. Morgonrot says Sidra. This import from the traditional Spanish cider heartland of Austuria is the first cider to be brought to the UK by Morgonrot. The importer says 5.5% abv Avalon (rsp: £1.80/330ml bottle) is a perfect pairing with tapas and will benefit from the current vogue for overseas ciders.