Cider making the news

Cider is in the news. There is no getting away from it, the popularity of cider is rising rapidly with some seeing it as a relaunched with a new image. This is much to the credit of Magners advertising campaign which has repositioned it away from teenage and vagrant drinkers and brought it into the mainstream (simply by pouring it over ice!).

In the past month, we've seen Aspalls launch a pink cider in an attempt to woo women in the 18-45 age range, reflecting the growing popularity of rose. Next, Magners featured on the Radio 4 Today progam following its astounding 225% growth in sales in 2006. Now CAMRA have just announced their National 2007 Champion cider as "West Croft Janet's Jungle Juice (great name!) from Somerset. With the Guardian branding it "the new beer", I expect this will be a phenomenal summer for the British cider industry. Let's hope so.

Today's pub walk: The Poacher's Pocket in Saxmundham, Suffolk.

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