Craft cider has been firmly established as the beverage for millennial population in the recent times. The craft cider is made from fresh-pressed fruit juice, mostly apple juice, which is then fermented naturally, while the process can be controlled by the introduction of cider, wine, or champagne yeasts. Fermentation allows the natural sugar of the fruit to turn to alcohol (cider) that can be aged or crafted to offer the ultimate taste experience. Moreover, craft cider is made in smaller batches compared to commercial cider without the use of any concentrates and additives, and minimizes the use of sugar. These are the key factors leading to global demand for craft cider, further accelerated by the change in consumer behaviors.
Molson Coors Brewing Company, Citizen Cider, Angry Orchard Cider Company, LLC, Polabský Mošt S.R.O., Rekorderlig, California Cider Company, Ardiel Cider House, Heineken, Distell, C&C Group, Anheuser Busch, Carlsberg, Aston Manor, The Boston Beer Company, Halewood International Holdings, Stowe Cider, and Carfty Nectar are among the leading players operating in the craft cider market.
- In March 2019, Stowe Cider launched new additions to its Brainwaves Project – Gummy Bears. Although they are co-fermented and aged on gummies of sour blue raspberries which contain only 3 grams of sugar per can of 16 ounce. In the Brainwaves Project, the company has limited edition ciders such as Citrus Mist and Lavender Cyser.
- In February 2019, Citizen Cider introduced its handcrafted, co-ferment of blueberries and fresh cider – bRosé in cans. According to the company, the portable nature of these cans will enable its use or consumption in various parties, ball games, and barbeques.
- In September 2018, Crafty Nectar, the world’s leading craft cider subscription service, had launched its new No.7 and No.8 ‘craft-sourced’ ciders. These products are developed based on feedback from its subscribers, in an effort to create the world’s first and best ciders. Packed in vibrant edgy bottles or cans, these products are born from the flavor profile of various cider consumers.
Rise in consumers’ quest for local and authentic products, especially among millennial demographic, along with their growing interest in knowing about various ingredients of the products is expected to impact the development of craft cider market. Increasing adoption of non-pasteurized and non-carbonated beverages has influenced manufactures to focus on product innovations and reduce the use of artificial sweeteners and additives which in turn is likely to fuel the growth of craft cider market. In addition, escalating demand for fermented beverages and for organic ingredients in craft ciders along with continuous efforts on product marketing is foreseen to be highly impactful on the global expansion of craft cider market.
With a view to increase the sales of craft cider at the global level, leading companies operating in the production of these ciders are focusing on improving their foothold in emerging economies of Asia Pacific. Macroeconomic factors such as economic growth, increasing disposable income, and high purchasing capabilities are likely to drive the craft cider market in the region. In addition, changing consumer preference for various kinds of beverages will possibly continue to guide the future of Asia Pacific craft cider market.
Higher penetration of regional market players involved in development of small breweries and production of craft beer and ciders may also create potential growth prospects of the craft cider market.
