Matthew Clark continues boutique beers and cider expansion

By Jo Gilbert

Published: 28 July, 2017

On-trade distributor Matthew Clark, has expanded its ‘Boutique Beers’ and premium ‘Cider House’ ranges, to tap into growing consumer demand for new and different styles within the beer and cider categories.

The decision to bolster the recently renamed ‘Cider House Collection’ with 30 new additions, was in response to the “booming cider category”, which has seen an increase of 2.2% in volume over the last 12 months, and seen premium cider’s market share rise to 30%, the Conviviality-owned supplier said.

The new additions include St Louis Dry Hopped and Zeffer ‘hopped’ variants which bridge the gap between craft beer and cider, and new flavoured variants including Waddlegoose Three Berry and Maeloc Strawberry and Blackberry.

The Boutique Beers range has also grown by 102 recent additions, which reflect increased consumer demand for quality home grown beers as well as beers from overseas.

Justin Wylde, category manager for beer, cider and soft drinks, said: "As the beer and cider category continues to go from strength to strength, consumers are increasingly expecting a wide range of different beer and cider styles, and interest in discovering new styles is on the rise. Responding to the change in consumer drinking habits, we've diversified our portfolio to help customers take advantage of this trend.”

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