Cider brings its voice to Westminster

The cider industry struck right at the heart of Westminster this week, warning that the category’s phenomenal recent growth is in danger of being crushed by hyper-inflated alcohol duty. 

At a packed reception in the House of Commons on Tuesday, hosted by the National Association of Cider Makers and the Parliamentary Cider Group, industry figures sent out a stark warning to ministers and MPs about the threat posed, in particular by the Chancellor’s duty escalator.

Fenella Tyler, chair of the NACM and head of cider communications for Bulmers, warned that without urgent action, “Consumers will be penalised, jobs will be lost and the amount actually paid to government will fall – it makes no sense for anyone.” Tyler raised further concerns about the cider category’s ability to withstand the cumulative impact of increased costs for production, fuel and utilities, as well as the UK’s declining pub industry.

Highlighting cider’s achievement in doubling its sales over the past four years, Tyler noted: “Much of the current growth is coming from more premium ciders and the general improvement in quality across the industry is evident.” However, she expressed concern that this rate of growth has more than halved in the last year.

Tyler also praised the cider industry’s efforts to work with the government on responsible drinking initiatives. “A number of producers have made the decision to reduce the levels of alcohol in white ciders and to reduce further the frequency of price promotions. The white cider category continues to decline and is now only half of 1% of all alcohol consumed in the UK.”

In a bid to promote the cider category’s pioneering role within the drinks industry, Tyler drew guests’ attention to the recent NACM report, Cider Futures, which outlines its targets for creating a sustainable cider industry by 2023. She proposed: “By that time we aim to be carbon positive and also to be a zero-waste industry.”

Finally, Tyler announced that Henry Chevallier Guild, owner of Aspall, would be taking over in September as chairman of the NACM.

Gabriel Savage, 10.06.09