HUSA: Cider Still a Vibrant, Growing Category

Dear Client:While cider was up 15% last year in IRI scans, the category turned negative toward the end of the year and the beginning of 2016, leading many to wonder if the bloom is off the rose for the category. Not so, says Heineken USA's Alejandra De Obeso, the Brand Director for their Strongbow cider. In an interview with BBD, Alejandra stressed that "underlying consumer trends are healthy" and that cider remains the beverage of choice for "variety seeking adults"