CIDER IS WINE PROTOCOL


DEFINING A NEW MARKET SEGMENT FOR CIDER
Cider Is Wine is an inclusive, low cost, trade alliance advocating a distinct approach for ciders. This initiative is predicated on building sound business for member producers through the development of a trade distribution network, supported by comprehensive and continuing consumer communication, with the sole objective of building a new consumer franchise for ciders and perries fermented exclusively (i.e. 100%) from fresh apples and pears, not from concentrate.

MARKETING MANIFESTO
Cider Is Wine is designed to provide leadership for the market. It’s about creating trust with the consumer in order to inform, encourage and give the consumer the confidence to know that cider brands carrying the Cider Is Wine mark represent the best in quality cider products.
Cider Is Wine is all about signalling exceptional quality and removing price as being the primary consideration in the consumer buying decision. Rather, ciders carrying the Cider Is Wine mark represent value for money at every price point.
This building of a consumer franchise for the trade is predicated on creating that trust and generating the best opportunities for the trade to make sales and build business.
As a trade alliance Cider Is Wine’s marketing thrust is all about optimising members’ margins and increasing the potential to build sustainable, profitable business by a change of focus.
The figures really speak for themselves:
• The average price of 75cl of cider is £1.08*, excluding duty & tax…
• The average price of 75cl of beer is £1.60*, excluding duty & tax…
• The average price of 75cl of wine is £3.77*, excluding duty & tax…
*sources: Westons, Wall Street Journal, IWSR
Quite simply this means that returns are far more a result of positioning, not tax – and so represent a real opportunity to increase margins.

POSITION LIKE WINE – MAKE MARGINS LIKE WINE
• For far too long 100% not-from-concentrate ciders have positioned themselves against beer…
• Cider Is Wine positions these ciders – your ciders – as an alternative to wine, where they belong, and NOT the beer sector…
• The UK wine market is 5 times bigger than the cider market – so the opportunity is huge…
• …and wine customers are well-aligned and ready to try ciders made like wine…
• 100% fruit, not-from-concentrate ciders are bang on trend with consumers wanting to drink less, but better…
• …and what consumers are looking for in terms of authenticity and craftsmanship, the use of quality ingredients, themselves tied to locality (provenance – or ‘terroir’, as winemakers say), together with the difference (uniqueness) that the skill of the cidermaker brings to the mix…
• Last, but by no means least, ciders tend to have only half the alcohol of wines.
Positioning 100% apple & pear ciders in the wine sector has the greatest opportunity for value creation and profitable business growth.

COMMUNICATING THE MARKETING & SALES MESSAGE
The Cider Is Wine quality message is communicated from producer to consumer, right down the sales chain and through to the point of sale by including the Cider Is Wine mark on qualifying bottles / packs.
This means that, in an on-trade situation, it will be seen at the consumer’s table and, in an off-trade situation, from the point of purchase right into the consumer’s home and act to reinforce the Cider Is Wine quality message – in promotional parlance, providing a high OTS (opportunities to see) rate.
Print-ready hi-res artwork for the Cider Is Wine logo will be made available free of charge. It’s also available as a hologram, supplied at cost price.
Whilst Cider Is Wine is an inclusive alliance and open to all cidermakers, the use of the Cider Is Wine logo on any product is limited to:
• Ciders & perries made exclusively from apples and/or pears, using any number of varietals, and produced exclusively from the total or partial alcoholic fermentation of those fresh apples or pears, whether or not crushed, or of apple and/or pear must – concentrates in any form are not allowed…
• Ciders & perries that meet these criteria must carry the Cider Is Wine mark on every bottle / pack.

Note: Cider Is Wine membership gives the cidermaker the right to use the Cider Is Wine logo on their own marketing communications material provided its use relates only to not-from-concentrate ciders (and perries). However, passing on to customers for their use must be referenced and approved in writing by Cider Is Wine.

MEMBERSHIP BENEFITS
Cider Is Wine’s approach exclusively navigates one of the most complicated – and competitive – alcohol markets anywhere.
Membership benefits include:
• The creation of a bigger and more powerful voice, a stronger and clearer product promise, together with greater trade and consumer visibility than any stand-alone producer brand…
• A stronger identity and clearer recognition at the point of sale (and consumption)…
• A clear differentiation of Cider Is Wine member products in the mind of the consumer (and, indeed, the trade) from other cider products….
• More effective sales pull-through resulting from better trade and consumer information and education…
• The removal of price as the primary – even the sole – factor in a purchase decision and better encouragement for consumers to choose to buy in preference to ciders that don’t carry the Cider Is Wine logo across price points.

THE POWER OF MANY
As against any stand-alone cider producer brand:
• The Cider Is Wine brand is bigger…
• The Cider Is Wine brand is more powerful…
• The Cider Is Wine brand is more meaningful…
• The Cider Is Wine brand is more influential…
• The Cider Is Wine brand has more trade and consumer visibility…

COSTS
The objective is about optimising the return on marketing investment and building profitable sales for producers and the drinks trade.
The Cider Is Wine protocol also provides the funding mechanism to build the critical mass required to create the necessary message visibility.
Use the contact page full details.

It’s very clear that, without the leverage of a collaborative organisation which champions quality cider through to the consumer, the voice of the quality cidermaker is unlikely ever to be fully heard and the acceleration of market demand will be slower and less cohesive.

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