Magners and Bulmers kick-started the cider resurgence with their over-ice trend in the early 2000’s. The market then saw a shift towards pear ciders as opposed to traditional apple ciders, which shifted again to fruit-flavoured cider.
Both the pear and fruit-flavoured cider trends have fuelled the emergence of new consumer groups, specifically 2.3 million younger (18-24) female drinkers with which the pear and fruit varieties are popular.
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