The cider market in Britain is at a crossroads – while the amount consumed is falling steadily, the drink’s value and market share have grown. So, should brands, retailers, and producers pursue premiumisation, look into low-alcohol options, or take an altogether different path?
Alison Taffs has been a wine and drinks educator for 27 years. She is co-owner of The Hop Inn Hornchurch, a CAMRA Cider Pub of the Year in 2022 and four-time London Cider POTY. She is a pommelier and the founder of The London Cider and Perry Club.
Fenella Tyler is the chief executive of the UK’s National Association of Cider Makers, which works to support a successful cider industry, promote quality production, and advocate for producers at a national level.
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.