Cider, the golden apple of brewers' eyes

Cider, or hard cider as Americans call it, promises growth in developed markets at a time when consumers are drinking less beer but are willing to pay more for premium products, such as independent "craft beer", flavored lagers or indeed cider. It tends to draw drinkers away from wine rather than eating into beer sales, attracts more women than does beer and commands a higher profit margin.

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