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Press Release

04/08/2022

Consumers back changes to legal definition of cider to help save orchards

Image by Bill Bradshaw

Almost 90% of drinkers back CAMRA’s call to raise minimum juice content of cider to guarantee quality – and help save traditional orchards

 

Members of the public polled by YouGov have given their overwhelming support to a call to change the rules on as the minimum amount of juice required to be in a pint of cider, in order to improve quality and safeguard the nation’s orchards.

A YouGov survey found that 93% of people think that the preservation of traditional orchards is important – with 87% of respondents supporting raising the ‘minimum juice content’ of cider to help halt the decline of orchards.

To be taxed and sold as cider, the Treasury currently requires a product to have just 35% juice – this is known as the ‘minimum juice content’. CAMRA is calling on the Treasury to raise the minimum juice content for cider to 50%. This modest increase would help improve cider’s value perception, integrity and reputation – and provide a renewed demand for acres of orchards bearing tannin-rich apples that are currently being wound down due to a lack of demand.

CAMRA has shared an open letter to the Treasury urging to take action and is encouraging consumers to back the campaign by visiting the Great British Beer Festival, which opens its doors to the public this week at Olympia London. Despite its name, the festival also boasts a huge selection of real ciders and perries, as well as a brand-new programme of cider tastings at its Discovery Bar.

Festival goers can learn more about the ingredients, techniques and people behind Britain’s best beers and ciders. CAMRA’s Cider champions have organised a mouth-watering evening schedule of informal cider and perry tastings each evening, including:

  • An introduction to session and traditional craft cider in kegs and why your local should have them on the bar with Gabe Cook (The Ciderologist) and The Real Al Co.
  • The art of blending cider with Albert Johnson, Ross Cider
  • Let’s Talk Bubbles: How Sparkling Cider gets fizzy – with Alison Taffs of The Hop Inn and Hop Shop Hornchurch
  • East meets West in one City – with London Cider Club and The Real Al Co.

Real Ale, Cider and Perry Campaigns Director Gillian Hough said: “Real Ale, Cider and Perry Campaigns Director Gillian Hough said: “Real cider and perry is undergoing a renaissance. Here at The Great British Beer Festival, we have a range of some of the very best range of homegrown products all in one place. Come and explore our fantastic cider and perry range, debate the future and discover what our cider and perry makers think.

“As consumers refocus on the emerging UK cider and perry craft market, it is fantastic to see that nearly 90% of the public support increasing the minimum juice content for cider and perry. If HMRC regulations changed, it would guarantee consumers that our cider and perry were quality products containing more juice than water. It would authenticate all UK-made cider and perry’s as pure, natural products. Demand for freshly pressed juice from UK orchards would also benefit our environment and in turn our mental health, at a time when sadly many orchards are being wound down due to a lack of demand.”

Ends

 

Notes to editors:

All figures, unless otherwise stated, are from YouGov Plc. Fieldwork was undertaken between 22nd and 25th July 2022. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

Orchards are in decline in the UK, where we are self-sufficient in apples in respect of our cider production. This means that we grow more than enough apples to produce the cider that we consume domestically. However, most of the cider that is sold in the UK is produced with a juice content under 50% To what extent are each of the following important to you? (Please select one answer option on each row)
The preservation of traditional orchards  
Unweighted base 1848
Base: All UK adults 1837
Very important 58%
Fairly important 35%
Not very important 5%
Not at all important 2%
Net: Important 93%
Net: Not important 7%

Total sample size was 1837 adults.

Orchards are in decline in the UK, where we are self-sufficient in apples in respect of our cider production. This means that we grow more than enough apples to produce the cider that we consume domestically. However, most of the cider that is sold in the UK is produced with a juice content under 50% To what extent are each of the following important to you? (Please select one answer option on each row)
The legal minimum juice content for cider being raised to help halt the decline in orchards  
Unweighted base 1692
Base: All UK adults 1683
Very important 41%
Fairly important 46%
Not very important 10%
Not at all important 4%
Net: Important 87%
Net: Not important 14%

Total sample size was 1683 adults

 

Ends

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