By James Atkinson
Craft brewer Little Creatures believes the cider market will continue to grow over the coming years, a prediction at odds with that of Coopers earlier this week.
Coopers executive chairman Glenn Cooper this week questioned the longevity of the cider market in Australia, and said the company had no intention of entering the category.
"While it is experiencing substantial growth it is still a small part of the overall market when compared to beer volumes," he said.
"I would say that cider still may turn out to be a short-term trend and that consumers may move onto something new."
But Miles Hull, head of creative development and marketing at Little Creatures – maker of Pipsqueak Cider – told TheShout that cider will continue its growth – "no question".
Hull stressed that Little Creatures has nothing but respect for Coopers, which clearly has valid reasons for sticking to making beer.
But he challenged Glenn Cooper's view that the growth prospects for the cider market are limited.
"I don't think the UK reflects that. In terms of what is going on over there, I would challenge him [Glenn Cooper] on that," Hull said.
"The UK proves that cider is going from stren1200