SWOONING FOR AMERICAN CIDER

NO DOUBT about it, Americans are falling in love with cider.  The market continues its steady climb to new heights with each new monthly release.  Combined data from the US Department of Commerce (imported cider) and Tax and Trade Bureau (TTB) wine reports (domestic cider) show April 2O14 volumes up 42 percent from April 2O13 (the most recent data available).  Domestics grew 43 percent for the month, and imports grew 39 percent.  April volumes took a slight dip landing at 1,967,286 cases, lower than March’s all time high of 2,O94,194 cases.  Year-to-date total volumes for four months show case equivalents at an all-time high of 7.5 million, growing 63 percent for four months this year.  Domestic volumes are 74 percent higher and imports fell by 11 percent.  There are undercurrents in the marketplace with many new domestic cider brands hitting the shelves and replacing traditional imported ciders.  May 2O14 Commerce Department figures show year-to-date imported volumes are now slightly below where they were for the same period in 2O12.  Imports’ share of total market volumes have slipped from a high of 3O percent in 2OO5 to less than 8 percent year-to-date May 2O14.