Cider season kicks off with sustainability vow

Sustainability is at the heart of the UK cider industry’s operations in 2011 as the sector looks to build on last Autumn’s record harvest.

Henry Chevallier (left), chair of the National Association of Cider Makers (NACM) told a reception at the House of Commons on Monday 9 May that all areas of operation would be addressed.

He said: “It is in our nature, and always has been, to manage orchards so that we enhance the natural environment and we intend to apply that same determination, innovation and investment to ensure all and every activity is as sustainable as it can be.

“Only with a rigorous focus on everything from growing apples to responsible marketing can we seek to sustain the investment and employment the industry provides in rural areas.”

The audience of government officials, Ministers, and MPs were joined by cider makers to hear the progress being made by the industry.

Chevallier led a belated toast to the new Duke and Duchess of Cambridge after the Royal Wedding and commended Prince William for being both a cider enthusiast and also for bringing forward the “cider season”, when lighter evenings and warmer temperatures prompt people to enjoy a cider or two.

He said: “Ordinarily the first public holiday in May signals the start of the ‘cider season’ when producers see an uplift in sales as consumers might first glimpse some sunshine.

“However, Prince William brought forward this period with his wedding and how fantastic that the weather throughout April was so good so that the whole country could enjoy the occasion – and the start of the cider season.”

His keynote address also highlighted development work that illustrated the significant investment made by the industry and the long-term planning cycle of cider makers.

Chevallier added: “Our planning as individual businesses and as an industry is measured in decades and the investment decisions we make to support that planning and development are also measured in decades.

“That is why we take every opportunity to press you (government) for stability and continuity in terms of the regulatory framework, in the duty regime, and on issues like our input costs.

“It is worth remembering that however sophisticated we as an industry may become, we are still innately rural. We rely upon nature to provide the bees to pollinate trees and sunshine to ripen apples.”

Premium ciders now account for 20% of the total market, double their share of the cider category compared to a decade ago.

It was also reported that last Autumn was a record harvest for the cider industry with nearly 200,000 tonnes of UK apples processed.  

Chevallier also spoke about the duty on cider, adding: “Let us be clear, there is no anomaly between the duty on beer and cider. They are different for very valid reasons.

“It is because our industry is different to other industries (like brewing) in terms of investment and planning that the relative duty regimes are different.

“For these reasons and because of the contribution we make to the rural economy successive governments have recognised that the circumstance of cider is different. This is also true of the present government – and we are grateful that they understand the issues that a relatively small industry faces.”

Duty on all alcohol rose by 7.2% in the last Budget and the increase in VAT also compounded the pressure on the drinks industry. In the case of cider, Chevallier made the point that as a relatively small industry even small changes have a disproportionate effect.

Alan Lodge, 11.05.2011