What’s the future of flavoured cider among UK drinkers?
9 Nov 2023
What’s the future of flavoured cider among UK drinkers?

British drinkers are developing a growing appreciation for the cider category, especially flavoured options. How can brands effectively enter and make the most of this potentially lucrative market? And how can they help the segment blossom beyond its traditional apple roots?

Alistair Morrell

Alistair Morrell is a seasoned drinks professional and entrepreneur with experience across multiple grocers, including the discovery, creation, and launch of several brands over three decades of senior experience. He’s now leading Cider is Wine to develop a new drinks category of wines made from apples, pears, and other fruits.

Jane Peyton

Jane is an alcoholic drinks consultant, educator, writer broadcaster, public speaker, and founder of the School of Booze. She's the author of eleven non-fiction books, including books about beer, gin, and cocktails, and is the UK’s first accredited Pommelier (cider sommelier). Jane is also an accredited beer sommelier and is accredited with the Wine & Spirit Education Trust.

Her professional awards include former Drinks Educator of the Year and a lifetime achievement award from Britain's Parliamentary beer group for her work in beer.

Jacopo Mazzeo

Dr. Jacopo Mazzeo is a freelance wine and drinks journalist and consultant.
He regularly contributes to leading trade and consumer publications including Wine Enthusiast, Whisky Magazine, Decanter, Meininger, Club Oenologique, Harper's, Pix Wine, and Good Beer Hunting. He consults on consumer trends and marketing strategy and offers copywriting services to drinks firms and agencies. Jacopo is a former sommelier, he judges international wine, beer, and spirits competitions, and sat twice on the board of directors of the British Guild of Beer Writers. Before he embraced full-time journalism, he studied musicology at the University of Bologna and took a PhD at the University of Southampton.