Waitrose breaks the ice with cider

04 May, 2007

Waitrose's first cider promotion aims to entice new customers to the category and encourage existing drinkers to try other brands.

The Cider Showcase will run until June 4 and features 50 cider lines, of which 22 will be discounted.

Wine buying manager Justin Howard-Sneyd said the cider category at Waitrose had seen massive growth .

He said sales had risen 150 per cent last year because of the Magners "phenomenon" and more customers buying local ciders.

"Cider sells well for us and part of it is down to Magners sales, but it has also reconfirmed cider as a category. We have always had a great cider range, so we want to tell people about it and show them what we've got," he said.

The showcase will be supported in-store by POS, tastings and an eight-page feature in the store's new magazine, Thirst.

Waitrose has confirmed it will stock local beers in all 183 of its branches and will work with 85 small breweries as part of its commitment to local sourcing.

Robert Wicks of Westerham Brewery in Kent said three of his beers are stocked in 22 Waitrose branches in Kent, Surrey and Sussex which has been a "tremendous boost" for his business.

Waitrose's summer fizz focus, page 23

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