Advertisements from 1998 to 2002 featured Johnny Vaughan and the "live to loaf" line. [37] The campaign focused on Vaughan's character, who was always finding new ways to get the most out of life with the minimum effort. [37] Vaughan was credited by Bulmers with giving credibility to the Strongbow brand among the key 18 to 24-year-old group. [37] Between 1998 and 2000 Strongbow sales rose by 30 per cent. [38]

We’re predicting that 2022 will be the year of apple cider – and on-trade retailers should make sure premium and crafted apple propositions are given prominence on the bar to make the most of these thriving sub-categories.”Option two would be a classic ‘western counties-style’ of cider. This is a cider made with specific varieties of apple that have been grown for centuries for the sole purpose of making cider. They contain large quantities of tannin, like you would get in a red wine but it’s not to the same extent of that but it does provide some mouthfeel, structure, boldness and some mouth-drying sensation called ‘astringency’. This is what people will call a quite dry cider. These are classic to Herefordshire, Somerset and Devon, and these are the apples that the likes of Westons and Thatchers use but they dilute their ciders so they’re sort of lightweight and gentle but you could have some more robust and full-bodied cider. a b "Bull's-eye: Strongbow Hits the Mark With New Hard Apple Ciders – HEINEKEN USA". heinekenusa.com. 20 March 2014 . Retrieved 19 September 2016.

He says: “I would go for a cider that’s been made with eating apples/dessert apples, which is sometimes called an ‘eastern counties-style’ of cider. Often, it’s quite good to do an analogy with wine because we are talking about a fruit fermentation so this one would be a little bit more white wine-esque. For a white wine drinker, this would be an easy substitution for somebody who doesn’t like beer but doesn’t want to have the high alcohol of a wine go to one of these lovely light, clean, crisp, fresh, acid-driven ciders. Something from Kentish Pip or Nightingale, or something like that, would be absolutely fantastic.

He explains: “What I would really like to see is people being given the opportunity to have trials with cider and for them to explore the full opportunity. I would invite pubs to host cider festivals, whereby pubs can undertake a little bit of trial with their consumers with a range of these ciders to see which ones they enjoy. Install any cider from the Westons range and receive a free keg plus a premium PoS kit. For more information visit www.westons-cider.co.uk​. Occasion is important – we’re seeing people return to the pub for celebratory occasions, for meeting friends/family they haven’t seen for some time, the premium experience becomes ever more important. The experience has to be better than at home to keep customers returning – so make it special.” Thatchers says its Haze and Gold variants are leading the way and extolled the virtues of its 3 in 1 Fusion Font that features Dark Berry, Cloudy Lemon and Thatchers Blood Orange flavoured ciders. Expect a rise in the use of tech and digitisation – following Covid-restricted drinking, the use of technology and digitalisation of venues has now become the norm and presents an opportunity to re-engage with customers and tell brand ‘stories’, driving on-trade trial and brand loyalty.

Woolfson, Daniel (28 April 2021). "Heineken launches 'sustainable' cider brand Inch's". The Grocer. Furthermore, Magners Original and Stowford Press also retained their places from last year – fourth and fifth respectively. However, some 79% of cider drinkers are very quality-led, highlighting the importance of good-quality cider and communicating this to consumers. Compared to the typical alcohol drinkers, cider drinkers are more likely to be value-led and health conscious. While quality must not be compromised, it’s important for cider brands to be ensure they are considered good value for money, according to Lumina. Additionally, since cider drinkers are more likely to be health conscious, there is scope for more ‘healthy’ low-calorie cider options. In his role as an independent advocate for cider, he writes, talks, teaches, tastes and trains. He explains: “So often there isn't enough nuance or understanding about the amazing breadth of opportunities and types and styles that exist for cider. It’s often pigeonholed as being a single thing, or it’s a sweet thing or just a summer thing but it can be all of those things and so much more.” Sandall says: “We’re seeing three key drinks trends at the moment – people opting for premium choices and serves, the growing importance of low and no drinks and people choosing brands they trust.

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In the same way, wine matches well with food, cider can do the same thing. Cook explains that because cider possesses characters found in wines such as acid, tannins, fruitiness and sweetness, food pairing is a great way to present cider.