CAMPAIGN FOR REAL ALE

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CAMRA urges licensees to capitalise on the growth of the cider market by selling real cider and perry.

As the cider market enjoys unprecedented growth, the Campaign for Real Ale (CAMRA) is asking pubs to stock real cider and perry in October after new research revealed that 69% of pub goers will drink them if they are available at the bar.

CAMRA carried out the research to mark the beginning of National Cider Month in October. Real cider is a long-established drink which is produced naturally from apples and is neither carbonated nor pasteurised. As cider is made from apples, perry is made from perry pears.

The online survey revealed that:

• 69% of pub goers will be inspired to drink real cider and perry in a pub when it is available.
• 81% of women pub goers said they would drink real cider or perry in a pub when it is available.
• 22% of people that have tried real cider did so because they heard it was tastier than fizzy, mass-produced ciders.

Gillian Williams, CAMRA’s Chair of Cider and Perry campaigning, said: “This research proves that people are keen to seek out the delicious multilayered taste of real cider and perry, but unfortunately it is hard to find in many pubs.

“The overall cider market grew by a phenomenal 33% in the last year* and an opportunity exists to build on that success with real ciders and perries. Licensees that want to attract customers by offering something truly original, tasty and natural should forget fizzy, chilled humdrum ciders and make real cider and perry a feature in their pub.”