The Cider revolution continues apace with draught format and new pear flavours setting the current trends. Cider is not only a traditional favourite but it is also increasingly fashionable with younger, new generation drinkers. Cider is both refreshing and full of flavour and is great served in a branded glass. It has wide customer appeal and is an excellent accompaniment to many food dishes, two important factors in the sector’s performance overall. Magners and Bulmers dominate the cider market and both report a switch in focus from the packaged variety to the more profitable format of draught. There have also been high levels of innovation in flavours and styles in the last few years. Pear Cider represents a great opportunity that is being well exploited with consumers moving on from apple to pear ciders.