Alcohol-free beer is booming. Can alcohol-free cider enjoy the same success?
Launched in the UK last month, CHANCE Clean Cider is a lightly sparkling cider, aimed at 'the modern drinker who seeks refreshment without compromise', championing both quality and taste.
Founder John Logue believes alcohol-free options are underrepresented in the apple cider category. That’s not to say there hasn’t been any innovation in alcohol-free cider to date: but that has concentrated on sweeter fruit profiles, where the fruit flavor helps compensate for the lack of alcohol.
But when looking at the (alcoholic) cider category, apple cider makes up some 70% of the category – and only 20% are flavored drinks.
Having previously been Head of Marketing at CROSSIP Drinks, Rekorderlig Cider and Lucky Saint (alcohol-free beer), Logue is ready to make the most of that big white space.
“The key to any innovation is engaging the consumers and producers to get behind it. I’ve have been in and around non-alc for years now, and as a cider fan, it was the perfect opportunity for both passions to merge and create CHANCE Clean Cider,” he told us.
“Non-alc has been on a journey: it’s only recently that brands have begun to nail great flavor AND quality mouthfeel. Non-alc flavored cider has been a playground for big fruit blends (think strawberry and lime, mango and passionfruit) and that lingering texture, whereas apple cider has less room to hide when alcohol takes a back seat. I guess that's why there are more non-alc flavored ciders available than apple ones right now.”
NPD
It took Logue around two years to bring CHANCE Clean Cider to market, partnering up with cider company Aston Manor for production (the company is behind brands such as Crumpton Oaks and Kingstone Press).
The cider is made with handpicked British apples for ‘a crisp and clean flavor that feels refreshingly modern’.
The flavor profile ‘bursts with citrus and pineapple, balanced by woody undertones and sparkle to give CHANCE just the right mouthfeel.’
What's important, says Logue, is that alcohol-free cider is not the same as sparkling apple juice: with the fermentation giving a different profile to the drink.
Isn't alcohol-free cider just a sparkling apple juice?
"Sparkling apple juice is apple juice that has been carbonated. Non alcoholic cider is a fermented apple juice that is now a ‘cider’ but has either had the alcohol removed or reduced by licouring down… the latter is our which is our process," explains Logue.
"What is the difference between a potato and a chip? One you have cut up, boiled and fried, the other you haven’t. Comparing apple juice and cider is not comparing apples with apples in my opinion!
"But in essence, I’m not going to argue over these semantics with anyone, what is important is that CHANCE Clean Cider is a fantastic drink to have anytime, anywhere and with anyone."
Reach for the cider
With a 0.5% ABV cider that’s also vegan and celiac-friendly, Logue believes there’s a huge audience for the product.
“Non-alc is such a special place to be working as it has the opportunity to be a target audience for nearly everyone!” he said.
“It’s well documented that the ‘younger’ consumers are feeling less of an association with alcohol and are looking for more no&low options, as well as premium adult drinks.
"A mix of alcohol and its effects being less relevant to them, as well as a growing desire to want more than sugary drinks has meant this demographic sees No & Low more attractive on occasion.
“Equally, people in their 30s, 40s and 50s are reducing their alcohol intake which is still relevant to them, but they are looking to remove or reduce in their weekly consumption.
"They might switch to a weekday beer for a non alc now, or a Friday night pub visit may have a few no&lows where as before it was more alcohol focused.
"It’s obvious that less alcohol helps their work and family commitments.
“But what is exciting is that we are not seeing alcohol being ‘replaced’ but more complimented. 90% of non alc occasions have alcohol too, as consumers ‘zebra’ on nights out switching between alcohol and non alc to elongate the occasions with less impact on their long term wellbeing.”
Aside from the wide potential audience, Logue also sees the opportunity for alcohol-free cider to tap into a number of occasions.
“In cider, it’s so exciting as there is a place for it in fine dining, as well as a BBQ. In a field at a festival, as well as at a country pub, with mates watching the football, or alone while enjoying a good book. For me cider is relevant to so many occasions,” he said.
“Finally, non alc is fantastic from Monday to Sunday, lunchtime till late night. As beers, ciders, spirits and wines can be an occasion at all times of a week and year, helping both the consumer to have more occasions and venues to have more people visit.
“No&Low is truly an inclusive category for so many reasons.”
