Although premiumization trends have provided growth for domestic beers through super-premium brands as well as import and craft beers, the hard cider segment has not been as fortunate. According to Information Resources Inc. (IRI), Chicago, dollar sales for hard cider were down 8.3 percent in the 52 weeks ending Dec. 25, 2016, in U.S. multi-outlets, including supermarkets, drug stores, gas and convenience stores, mass merchandisers, military commissaries, and select club and dollar retail chains. Case sales also were down 11.3 percent during that same time period.
Brian Sudano, managing partner with New York-based Beverage Marketing Corporation (BMC), notes that the market research firm classifies hard cider among the alternative beverage alcohol space, which includes flavored malt beverages (FMBs) and progressive adult beverages (PABs).