‘CIDER IS WINE’ – A NEW QUALITY STANDARD FOR CIDER

CIDER IS WINE’ – A NEW QUALITY STANDARD FOR CIDER
A NOT-FOR-PROFIT, PROTOCOL-BASED, INTERNATIONAL ALLIANCE
Is there any reason why cider should not be seen as, consumed as and purchased as, the finest wine propositions found on the retail shelves, on restaurant menus and behind the bars of the UK and, indeed other countries around the globe?
The British love of cider has created a market worth around £2.8 billion, representing some 6.6% of UK alcohol sales. Research shows that these consumers yearn for clear discernable quality, which is not clearly communicated to them in the current cider market.
Cider is Wine has been conceived to bring together the world’s finest cider producers in a trade alliance. Its objective, in the first instance, is to develop a consumer franchise to help build UK sales of the finest traditional, quality craft ciders: just 5% of the UK cider market would amount to a £150 million business.
Cider is Wine’s values are valid across world markets and the opportunity clearly exists to extend the alliance into a global standard.

Marketing Manifesto
Cider is Wine is about engaging with consumers to introduce and promote the notion that quality cider is different from mass market products and actually comes with all the attributes of fine wine.
Each and every member of the Cider is Wine alliance has to meet a number of stringent quality membership requirements with ciders based on traditional values, but with contemporary tastes in mind.
Each cider is a clear demonstration of the particular qualities and characteristics of where the ciders come from (what the wine industry calls ‘terroir’) as well as the producer’s pride, passion and attention to detail – and all for pure drinking pleasure.
This means that cider drinkers can have absolute confidence in knowing that cider brands that carry the ‘Cider is Wine mark’ represent the best of the best in quality (artisanal) cider products, as well as the best value for money, whatever the price point.

Quality Mark
Cider is Wine’s quality mark is presented in the form of a tamper-proof / tamper-evident hologram which is applied to qualifying bottles as part of the usual bottling process. On-bottle, this quality mark ensures message visibility at the point of sale / point of purchase.
It signifies to consumers a clearly-defined quality which seeks to create trust: it’s about informing, encouraging and giving the consumer the confidence to know that cider brands carrying the alliance mark represent the best of the best in quality (artisanal) cider products.

Quality Protocol
Cider is Wine is an inclusive, low cost, fee-based, not-for-profit, trade organisation and welcomes all cider producers, wherever they are located, but any product using the Cider is Wine (CiW) quality mark must adhere to the following:
• Like fine wines, CiW ciders can only be produced from a single fruit source – (in this case) apples or pears…
• CiW ciders can only be made from freshly picked and pressed 100% apple or pear juice, using different varietals – concentrates in any form are not allowed…
• CiW ciders must follow a strict production methodology from orchard and throughout the production process…
• CiW ciders advocate sterile filtration above pasteurisation…
• CiW ciders only allow chaptalisation within strict limits…
• CiW ciders only allow alcohol produced from the same type of pure juice to be added in the fermentation process, whilst back-sweetening is only permitted by the addition of the relevant pressed juice…
• CiW ciders restrict any dosage added after fermentation to a mixture of the reserve from the same cider and very pure cane sugar...
• CiW ciders must reflect the particular qualities and characteristics of ‘terroir’ (location, climate…) and their origin recorded and capable of being checked…
• CiW ciders must all carry the CiW quality (tamper-proof / tamper-evident) hologram on every bottle…
• CiW cider producers must follow a strictly-defined, on-going audit: technically at the producer end and physically, at the point of purchase.
Quality cider producers in Continental Europe and the UK have already joined the Cider is Wine alliance – if cidermakers would like to join they should contact:
Alistair Morrell – alistair@cideriswine.co.uk
+44 7523 609122 +44 1628 628258
or
Roddy Kane – roddy.kane@cideriswine.co.uk
+44 7900 91 88 71 / +44 20 3289 4194

Cider is Wine ltd is a not-for-profit, protocol-based, international alliance which promotes high quality ciders only made from 100% apples.

23
Brill Close,
Maidenhead SL63EJ
UK

This release was published on openPR.