Diamond Cider White Premium, 24 x 500 ml, Case of 24

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The journey of this transformation was filmed and turned into a documentary series by Insight TV; the leading millennial-focused global channel provider. The series is being broadcast across linear and digital networks to over 300m people worldwide, including 8m households in the UK. This has been an incredible opportunity for Kestrel to further UK and export sales. Last year, the Institute for Alcohol Studies said high-strength white cider is like 'murder in a can.'

Apple concentrate prices have historically been very cheap abroad, although poor harvests in Poland may now start to push prices up. But by importing the concentrate, white cider manufacturers have been able to avoid the high set-up costs of orchard planting and milling, and are also able to source their key ingredient – along with corn syrup – throughout the year. But what is ‘white cider’ exactly ? If you ask a traditional cider maker what ‘farmhouse’ cider is, then you have cider orchards trailing off into the distance and deep golden cider made from 100% cider apple juice. What you see is what you get. But mention the words ‘white cider’ and you have the cider makers running for cover and hiding behind their barrels. They have no desire whatsoever to be associated with this phenomenon.So who is really to blame for fuelling the drink craze? Not just the cider industry but supermarkets for advertising their heavily discounted offers, the government for turning a blind eye to inferior cider but more importantly the parents for letting their kids go rampant and of course the kids themselves. On 19th century westcountry farms a nine year old boy would be given one pint of real cider a day but he would drink it under supervision and work it off in the fields, hoeing turnips or catching sheep. Three litre bottles of 7.5 per cent white cider has around 24 units, while the latest advice states men and women should not exceed 14 units per week. The quality, premium brewing credentials, and excellent taste of Kestrel Super Premium lager was recognised by Monde Selection – International Quality Institute, where it was awarded a gold medal and further reinforced by the International Beer Challenge 2019, in which Kestrel Super Premium lager was given a silver medal. The real bible for cider makers is Customs Notice 162 which was drawn up in the 1970s when we entered the Common Market. Very conveniently it left definitions of cider wide open and those loopholes still exist today and actively encourage the production of white cider and amber cider with low juice content. Under Article 26 there is a comprehensive list of permitted cider ingredients: water no limit, sugars and sugar syrups no limit. So you can make cider with minimum apple content, add sugar in whatever form and the government doesn’t care, so long as it gets its revenue on the alcohol. Cheap lager is another culprit and can even be made from converting the starch in pasta waste into alcohol.

Solutions? One step forward would be if the The Food Standards Agency had the courage to insist on accurate labelling about ingredients in cider and methods of manufacture. When for instance you buy a bar of chocolate the percentage of cocoa solids is declared on the wrapper usually between 25% to 75%. So with cider it should have the apple juice content clearly marked and anything below 85% apple should be taxed much more heavily. The FSA commissioned a report in 2004 which found that juice content in commercial ciders varied from 7% to 100%. One solution is to find a foolproof test for apple juice markers, then regulate the use of maize or wheat derived glucose syrup, re-schedule the tax laws but without discriminating against the traditional craft cider maker. Then cheap white cider would be a thing of the past.What even is it? No one really knows, but we do know it comes in roughly a gazillion flavours. So, yeah… A spokesman for Bestway, the cash-and-carry operator that owns the White Ace brand, confirmed it "sells very well", but declined to give figures. The difference between the two drinks means retailers can sell strong cider far more cheaply than strong lager and still enjoy large profit margins. The report also said street drinkers viewed white cider as being similar to heroin. Read More Related Articles