Aston Manor has announced that its Knights Cider brand has become the wholesale market leader, outperforming all other segments in the category.
While the strong amber market is down by 4%, Knights Cider has seen a sharp upwards trajectory in sales, up by 54%. It comes at a time when total cider sales have declined by 7%.
With over 11 million cans sold annually, the UK’s leading strong cider brand has also seen a significant increase in new shoppers, up 11% year-on-year. Aston Manor believes the increase in demand for Knights Cider is due to a number of factors, including shopper preference towards British-sourced products, increased footfall to wholesale stores, and the cost-of-living crisis.
Grace Anthony, Brand Marketing Manager at Aston Manor Cider, said: “Made with British apples, Knights Cider aligns with shopper preference towards British sourced products. It’s also been well documented that consumers are facing challenging times due to the cost-of-living crisis. The reality is we are all making savings to varying extents. Not just to make ends meet, but to also be able to afford the things we value most.
“This year has caused many to pay more attention to what they are spending their hard-earned money on, and as a result, shoppers are looking to make savings with our affordable cider. Our range provides shoppers with an affordable solution, without trading down on quality, so they can be assured they are not compromising when needing to spend a little less cash on cider.
“The strong performance of the Knights Cider brand further enhances our reputation for producing great tasting and award-winning ciders.”
