If it looks and quacks like a duck, is it a duck?
Norrelle Goldring from ShopAbility examines the shopper impact of current offpremise executions of cider. For Drinks Magazine
Having trawled a number of chain, banner group and independent bottleshops recently looking at Cider, it seems to me that Cider is currently a bit of a confused teenager. That is, in a growth spurt but a bit all over the place … in its targeting, positioning and instore execution.
Here’s my two cents’ worth on how instore execution could improve to assist the cider category to ‘grow up’ and thus increase sales.
Who is it for?
Empirical evidence (people observed drinking in pubs) combined with cider product formats (stubbies not cans) and packaging that echoes premium beer cues, would suggest that it’s an alternative to or substitute for beer for guys.
There’s also been a shift into premium cider products like the shift to premium and imported beers. Premium-positioned cider product manufacturers such as Pipsqueak and Mercury Artisan have a stated intention to get cider into beer drinkers’ repertoires.
The cider production process is not dissimilar to beer, potentially strengthening the case for ‘beer substitute’. But how many punters would actually know what the cider production process is, or care?
On the other hand, the RTD tax excise in 2008 is partially behind the manufacturers’ focus on cider innovation, with cider seen by the industry as an alternative to RTD – for girls as well as guys.
The nett result is that it’s not clear who cider is targeting, because the some of the industry isn’t clear on it themselves, and most are trying to have an each way bet.
For my money I reckon we’re missing a trick here … there’s an opportunity to target more sophisticated women who want to portion control but don’t want teenager ‘lolly waters’ and ‘pink drinks’. And potentially to communicate some ‘healthier’ positioning benefits on pack and at shelf as well, as a point of difference against RTDs/capitalise on the Blonde trend in beer.
And if cider is being positioned as a beer substitute or alternative then it needs to be clearly communicated as such. Which brings me to …
What occasions is it targeting?
Why would one drink a cider instead of a beer or an RTD (or a wine for that matter?)
What occasions are we talking to here? Eg:
- Refreshing alternative to beer
- Sophisticated alternative to RTD
- Portion control … know how much you’re drinking
- Palate cleanser
- First drink of the evening, ‘light start’ before moving on to ‘heavier stuff’
- Last drink of the evening, ‘finish light’
- It’s a bit different ,and something old/authentic that’s new again
- Great with food (is it? Pairing with food is traditional wine, and lately premium beer territory … what types of foods?)
- Party alternative – something a bit different to offer guests
… etc.
Part of the issue is shoppers in the offpremise and consumers in the onpremise don’t know when to choose a cider, because we haven’t told them.
As an industry we need to pick a couple of the key occasions for cider and communicate the hell out of them.
This has side benefits for bundling in the offpremise ie for stock up or top up beer shops there might be a cider offer promoting the occasion eg “Great for parties! Cider pack for $12 with any case beer purchase” etc.
Where should it go instore?
For the near dozen stores I visited looking at ciders, the range was quite small, only between 1 and 3 products … when I could find them. I had to ask if cider was stocked in a number of cases because I couldn’t find it in the fridge or in the coolroom.
Since around 85% of premixes and single/small pack beers are purchased cold for immediate consumption, cider needs to be in the fridge. Preferably adjacent to a dominant category so it’s seen.
It’s not enough to just range it in the coolroom (with no fridge or shelf presence), like in a few chain outlets I visited. For shoppers, can’t find it = store doesn’t have it. And shoppers are not going to run around the store looking for it. Cider’s got to be in the fridge to be seen.
You would do additional coolroom execution if you have excess stock and/or you’re targeting beer shoppers. Otherwise, excess stock goes on the floor supporting promotions or on shelf. But the fridge is where the vast majority of the action is.
Where should it go in the fridge?
Ciders have traditionally been made by the brewers, a tradition continued with newer releases like Tooheys 5 seeds. This has led to ciders being ranged next to or part of beer fridge doors (6 packs, singles, longnecks) in bottleshops.
However I saw it located within RTD in several outlets.
If we’re going continuing to attempt to have the best of both worlds, in utopia executions cider would be located between the beer and the RTD in fridge. And ideally the last door of beers before the ciders would be premiums and imports, or potentially Blonde beers (but not mainstream lagers).
If cider category sales and growth figures justify it, the cider category should get its own door in the fridge (yes this may mean it’s slightly overfaced) so it’s clearly delineated vs beer and RTD.
On shelf (ambient), cider ideally would be executed as per fridge for consistency. Ie between beer and RTDs.
Basically, cider needs to be more visible, found in the same place in the fridge instore, more of the time, and clearly communicated who it’s for and why buy it.
