How to select a cider with a story

For most publicans, cider is a pretty dependable category. We know the big names sell, we know what customers expect to see on the bar and when the sun comes out, the cider taps suddenly become very busy. But I think we sometimes underestimate just how much opportunity there is.

Strongbow, Thatchers, Aspall, Magners, Old Mout and Kopparberg have all played their part in shaping today’s cider market, and fruit cider in particular has brought a younger and broader audience into the category. There is absolutely nothing wrong with putting the big sellers on the bar, but if your offer consists of the same ciders customers can find in every pub, you’re missing an opportunity to give people a reason to choose you.

A good local, farm or craft cider can do exactly that. It gives your staff something to talk about, gives customers something new to try and, importantly for any publican, can support a premium price. We spend a lot of time thinking about premium beers, wines and spirits, but cider can quite easily play in that space too.

Take Clarkson’s Cider. Whatever your opinion of Jeremy Clarkson, you have to admire what he has done with a fairly traditional product. Diddly Squat Farm cider has personality, provenance and a story that customers want to talk about. It doesn’t feel like another anonymous drink on the bar and that’s important. People increasingly want to know what they’re drinking and where it comes from and that gives independent pubs a real opportunity.

For low- and no-alcohol, brands such as Thatchers Zero and Kopparberg Alcohol Free are helping pubs cater for customers who want to moderate but still want to feel part of the occasion, and for that increasing category of customer who might have a couple of alcoholic drinks followed by something lighter. For me, the answer isn’t to fill the bar with 10 different ciders, it’s about getting the mix right.

And let’s not forget food. A decent dry cider alongside pork, cheese, fish or a proper pie is a cracking combination, and sweeter and fruit-led ciders have their place with spicy food and desserts. Cider doesn’t have to be restricted to a sunny afternoon in the beer garden.

Give customers the familiar favourite, something premium, something fruit-led and, if you can, something local or genuinely different. Make sure your team knows what makes each one interesting.

Cider isn’t just a pint of apple anymore. And perhaps the most exciting part of the category is that, while everyone else is chasing the next big trend, some of the most interesting ciders are going back to their roots.

Kelly McCarthy is the owner of Ye Old Sun Inn in Tadcaster, North Yorkshire.