Is there a premium cider boom in Britain?
I might be wrong but I have seen lots of cider advertisements in public places in London lately. Same at bars and pubs, I always had the impression that cider used to be a sort of poor relative of beer when it came to its public notoriety and place in the market, however, this might be changing as some brands are re-positioning cider as a premium drink. I already wrote about my encounter with Swedish brands of cider Briska and Rekorderlig, and also with the flashy Stella Artois cider (sorry! “sidre” ) ads in the London tube…and here is yet another brand of premium cider advertising in the tube, Kopparberg, also from Sweden.
And this is another interesting point: despite the fact that there is no shortage of quality cider in the UK it seems that most of this cider resurgence is driven by Swedish firms, that, in turn, have also introduced new varieties of cider using not only apples but other types of fruit too, such as strawberry (not sure in those cases it could be called cider though!).
Tasting a glass of Briska premium swedish cider at a London pub
Stella Artois highlights the continental roots of its cider to market it in the UK
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Stella Artois is marketing Belgian cider in the UK with an advertising campaign that conveys sophist