“Kiwis have a deepening love-affair with cider and this has heightened over the summer months. Between 2010 and 2014 we’ve seen the category grow by more than 315 per cent. We believe this is due, in part, to New Zealand producing some of the world’s best ciders thanks to our locally-grown, high quality fresh fruit. We’re certainly proud of the fact that most of our fresh ingredients come from within a 30km radius of our dedicated Redwood Cider Company premises in Nelson,” says Routley.
Routley says sales of DB cider brands, which include Monteith’s, Old Mout, Rekorderlig, and Orchard Thieves, comprise a 45 per cent share of the category’s total volume.
“Almost one in every two litres of cider sold across the country in January was a DB brand and we see our ciders continuing to drive the growth of the category as the year progresses,” he said.
DB brands comprise the top three performing cider brands in the category in January 2015 by volume:
1) Rekorderlig – 14.7 per cent volume share, up 118 per cent year on year – more than double the volume compared with January 2014
2) Monteith’s Cider – 14.3 per cent volume share, up 34 per cent year on year
3) Old Mout – 13.8 per cent volume share, up 9 per cent year on year.
The company has continued to invest in and develop its cider offering, including launching New Zealand’s first lower alcohol cider, Monteith’s Lightly Crushed Apple Cider in October 2014.
Source: DB Press Release