Nielsen Trend Reporting

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Five Cider statistics from CiderCon 2017:

  • According to a poll conducted by Boston Beer Company’s Angry Orchard cider brand, 37 percent of adults ages 25-49 are unable to name a cider brand. Of those who named a brand, 9.3 percent named Angry Orchard; 6.9 percent named Mike’s Hard Lemonade, which is a flavored malt beverage and not a cider; 6.1% named Redd’s Apple Ale, which is also not a cider.

What does it mean? There’s a huge opportunity for cider to connect with drinkers who just don’t have that beverage on their radars. There’s also a need to educate consumers on what cider is (and what it’s not).

  • Dollar sales of craft cider were up 39 percent from 2015 to 2016 at off-premise retailers. This excludes brands such as Woodchuck, Angry Orchard, Crispin and others owned by larger corporations. 

What does it mean? Local, regional and smaller cider brands are, by and large, doing pretty well; Strongbow, Stella Cidre, Gumption, Angry Orchard Stone Dry and Orchard Edge are also growing. 

  • How does cider compare to beer and flavored malt beverages (FMBs) when it comes to on-premise sales? Cider’s share at bars and restaurants is 1.3 percent the size of beer’s share and is about 20 percent the size of FMBs’ share. 

What does it mean? Cider’s market share in bars and restaurants is small compared to beer and other alcoholic beverages. The upshot is that there’s lots of room to grow.

  • Flavored ciders are growing, up 4 percent from last year off-premise; they represent 16 percent of overall cider sales. Popular flavors include pineapple, cherry, blackberry, honeydew and cranberry.

What does it mean? Like beer, cider is seeing an increase in fruit and other flavoring additions as curious drinkers want new products and flavors to try.

  • Compared to regular beer drinkers, the regular cider consumer is younger, earns a higher income and is more likely to be Hispanic. Cider drinkers are also more closely gender-balanced than beer drinkers, who skew male.

What does it mean? Cider needs to find its target drinker; it’s not going to be the same as beer’s. Millennials and young Hispanic drinkers could represent important segments of the population.

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