Cide is Wine. For Christmas and beyond

Four years ago Cider Is Wine set out a vision that "by 2030 all trade and consumers will be aware of wines fermented from apples, pears and other fruits made from 100% juice not from concentrate."

The Cider Is Wine hologram certification together with high level influencers and media acceptance has helped change perceptions with both the trade and consumer when it comes to drinks made from 100% freshly-pressed apple, pear and other fruit juices, not from concentrates, following grape winemaking rules and regs. 

These products really are wines by any other name (a very different proposition from mass market, 35% juice content ciders, perries and fruit wines, all of which can come from concentrate that's very often imported).

A spokesman for Cider Is Wine said: "Today we're thrilled to announce another step towards our 2030 vision, further accelerating our growth, with the agreement we've entered into  with Awin Barratt Siegel (ABS) to distribute selected cideries nationally in the UK drinks trade."

ABS is a six-time winner of the 'IWSC Importer of the Year Trophy' and works with over 80 wineries across 12 different countries, including the IWSC 2022 White Wine Producer of the Year.

Elliot Awin, a Partner at Awin Barratt Siegel, said: “We're really delighted to introduce selected Cider is Wine producers into the ABS portfolio: with lower alcohol content, and offering a complexity that readily exceeds their price on the shelf, these ciders, perries and fruit wines, with their local provenance, provide another string to the bow of independent wine merchants.” 

Alistair Morrell, Chief Cider Officer at Cider Is Wine, will be working closely with ABS to develop the cideries' sales, marketing and relationships, throughout the trade, as the ambassador for Cider Is Wine. 

Alistair added: “This is a vital milestone on the way to the big 2030 vision we laid out back in 2018. We're looking forward to working with the ABS team to bring these quality, artisan and authentic products to a much wider trade audience, confidently promoting the fact they be appreciated as much as any fine wine can be.”

Cider Is Wine continues to harness this new drinks category, worth an estimated £150 million, through certification with the unique hologram and education with both existing and new members. 

The combination of wine ranges from family-owned wineries stocked by ABS, together with the innovation of artisan products from Cider Is Wine sourced from 4 continents, each redolent of their 'terroir', to use a winemaking expression, is all about increased choice for consumers and a strong business proposition for UK wholesalers and retailers.

The UK market for ciders, perries and fruit wines made from 100% fruit, not from concentrate is conservatively estimated to be worth £150 million and they're inviting us to take a slice.

That's Christmas is be promoting the idea of ciders for Christmas, especially during Christmas dinner. We suggest purchasing a range of "real" ciders from your usual drink retailers and testing them out before the big day itself.