Top

December 2014

The Grocer is reporting the decline of pear ciders with sales down 29% and the fall knocking more than 25% off the value of the market. Pear’s share of the cider market has fallen from 9.3% to 6.4% over the same period (year to September 2014). So what’s behind this? Is it purely down to the success of fruit ciders? And which brands are the most effected by this? More importantly, what are the implications for the...

Wine brand marketing is rubbish. There’s no other way to describe the drivel offered often by the big producers to create their name wine ‘brands’. Their attempts at social media are equally poor. It almost feels like the consumer just gets in the way. But why is this? For a product considered as urbane and sophisticated, wine’s marketing, advertising and social media aren’t a patch on those of its rivals: beer, spirits and cider. It’s a complex market  Many would...