Our business priorities (continued)
As the market leader in cider, we continue our journey
to build a truly global category through a portfolio
of great brands.
Report of the
Report of the
Annual Report 2016
Until recently, cider has been relatively unknown
in many markets and its potential largely
untapped. We are determined to change
that. In 2016, we unlocked technical and cost
barriers to growth. Our portfolio expanded to
new markets, led by Strongbow Apple Ciders,
our flagship brand, as well as Blind Pig, Stassen,
Bulmers, Old Mout and our newest brand
Orchard Thieves, which was launched in five
Around the world, more consumers are
discovering the appeal of cider. Outside the
UK, cider delivered double digit volume growth.
Performance was particularly strong in Ireland,
South Africa, Romania, Czech Republic, Russia
and Mexico. In Asia Pacific, Strongbow Apple
Ciders has now been rolled out in five markets
and has shown encouraging early signs.
In the UK, the home base of cider, we gained
market share driven by the continued success of
Strongbow Dark Fruit, Strongbow Cloudy Apple
and Old Mout.
New flavours and crafty brands are expanding
the cider market and differentiating cider from
other alcoholic beverages. Our world-class
Stassen innovation centre in Aubel, Belgium
continues to focus on developing new tastes
to excite the consumer.
A FRESH REMIX
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