Perry popularity pushes Waitrose to expand range

07 January, 2011

Waitrose is planning to expand its range of traditional British perries in 2011 after a surge in interest from customers.

The supermarket group reported a 115% rise in sales of its own-brand Vintage Perry during 2010. Beer and cider buyer David Wyllyams said consumers seemed ready to embrace the perry description, which has largely been usurped by the modern alternative “pear cider” in recent years.

He said: “Consumers who have been introduced to pear cider by popular brands are now looking for more traditional perries, which is why the Waitrose Vintage Perry is doing particularly well and why Waitrose plans to expand its range in 2011.

“Cider fans have enjoyed expanding their purchases to something a little bit different.”?Total sales of premium bottled cider and perry at Waitrose jumped 20% in 2010 compared with 2009.

Wyllyams added that sales of alcoholic ginger beer were also booming on the back of interest among women. Sales rose 380% at Waitrose during 2010, led by Crabbie’s.

“This is our biggest-selling bottled beer sold singly,” said Wyllyams. “Alcoholic ginger beer seems to have hit a more mainstream audience and has a big female following.”

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