Commercial ciders containing added water and fruit flavourings are under attack by craft cider producers, who say they undercut the reputation of traditional ciders.
Leading brands like Strongbow, Frosty Jack's, and Kopparberg cider could contain more water than apple juice, allege craft cider producers, who are reportedly calling for new regulations related to alcohol duty.
"True cider has got to be made from 100% apple juice, but a lot is made from apple concentrate and water with quite a high alcohol content. It gives cider a bad name," according to John Lawrence, founder of Lawrence’s Cider.
According to current rules, cider must contain a minimum of 35% juice.
As the Treasury reviews alcohol duty rates, and the Campaign for Real Ale (Camra), which promotes real cider and perry, also known as pear cider, is urging for the increase of fruit content in ciders to 50%.
"Consumers need confidence that when they are buying cider or perry it is a quality product that contains more juice than water," said Gillian Hough, Camra’s campaigns director.
While craft producers would like to see more British apples used in mass-produced ciders, the big producers say they already provide strong demand for orchards, planting new ones and protecting existing ones.
The cider industry in Britain is worth more than £2bn a year, but sales dropped during the pandemic.
A major concern for cider makers is that some producers import concentrated apple juice from Poland and China, undermining the country's apple demand.