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CAMRA is urging Government to put an end to industrial drinks made from as little as 35% juice by global companies, which can be taxed and sold as cider and perry.
The consumer group is campaigning for the legal minimum juice content to be raised to at least 50% in cider and perry, setting up an e-lobby so people can contact their MP.
Consumers should be guaranteed that they are buying quality, authentic real ciders and perries that contain more juice than sweetened water. Many independent producers make drinks with 100% juice, using cider apples and perry pears grown in UK orchards, and they're becoming increasingly popular and valued with consumers.
A YouGov poll commissioned by CAMRA found that 87% of consumers favoured raising the minimum juice content of cider to help halt the decline of orchards.
While CAMRA would prefer a minimum juice content of 85%, a 50% juice content in cider and perry products would be a reasonable requirement for the Secretary of State for Environment, Food and Rural Affairs to consider, as it ensures that no one ingredient would be greater than natural fruit juice.
The USA requires a 50% minimum juice content for cider, a similar requirement is due to come into force in Germany, and the European Union is considering similar regulation. Spain also bans the use of all concentrates in cider products of all categories.
Gillian Hough, CAMRA Vice Chair said:
“In the UK, cider and perry can legally consist of 65% alcoholic sugar water. This cheap, sugary mess is added for profit, not quality, and undermines the delicious real cider and perry made by our hardworking independent producers.
“Government raising the minimum juice content to 50% is desperately needed to stop the flood of ‘cidre industrial’, watered down products made by global giants, which confuse consumers into thinking they are enjoying a fruit led product when in fact it’s water and sugar led. This is nothing short of lying to drinkers!
“This campaign to combat commercial, industrial drinks is really important. Get angry about how we are being fooled. 50% minimum juice content for UK cider and perry needs to be legislated as soon as possible. I urge everyone, beer drinkers, cider and perry lovers and orchard fans across the UK to take part in our e-lobby and email their local MP.”
The e-lobby coincides with CAMRA’s Cider and Perry Month, an annual month-long celebration which puts a spotlight on these traditional drinks.
Contact your MP here.
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Notes to Editors:
CAMRA’s e-lobby to raise the minimum juice content of perry and cider: https://camra.org.uk/campaigns/ask-your-mp-to-back-authentic-uk-grown-and-made-cider-and-perry-13
Information about Cider and Perry Month: https://camra.org.uk/promotional-campaigns/cider-and-perry-months
