CIDER IS WINE PROTOCOL


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 ciders, perries and fruit wines.

Cider Is Wine is all about signalling exceptional quality: products carrying the Cider Is Wine mark represent value for money at every price point.

POSITIONED LIKE GRAPE WINE

• For far too long 100% not-from-concentrate ciders, perries and fruit wines have positioned themselves against beer…
• Cider Is Wine positions these products as an alternative to grape wine, where they belong, and NOT the beer sector…
• Wine consumers are well-aligned and ready to try ciders, perries and fruit wines made like grape wines…
• 100% fruit, not-from-concentrate ciders are totally 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, these products generally contain less alcohol than grape wines – indeed, ciders and perries usually have only half the alcohol of wines.

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.

Whilst Cider Is Wine is an inclusive alliance and open to all makers of ciders, perries and fruit wines, the use of the Cider Is Wine logo on any product is limited to:

• Ciders, perries and fruit wines produced exclusively from the total or partial alcoholic fermentation of fruit, whether or not crushed, or of fruit must – concentrates in any form are not allowed…
• Products that meet these criteria must carry the Cider Is Wine mark on every bottle / pack.

Are you 18 or older? This website requires you to be 18 years of age or older. Please verify your age to view the content, or click "Exit" to leave.