Aston Manor Cider is a responsible business and seeks to uphold high standards in all areas of operation. We work towards being a sustainable organisation and understand our responsibilities towards the communities where we have a presence, as an employer, as a producer of alcohol, and in our dealings with suppliers and customers. We adhere to both the spirit and detail of the regulation and guidance that apply to what to do.
We are proud of the quality of our production standards and achieve the highest standards of accreditation in our industry – including BRC ‘AA*’ Grade accredited at Aston and Tiverton sites and AA at Stourport.
We are members of the National Association of Cider Makers (NACM), Campden BRI, The Society of Food Hygiene and Technology and we are also SEDEX (Supplier Ethical Data Exchange) members and Business Partners of Stronger Together.
In 2013 we announced a scheme to plant a further 1,000 acres of new orchards to supplement the existing 300 acres we manage at Malvern. Our commitment to the growers means we have offered them 25 year contracts. The new orchards will secure our supply of quality apples for decades to come and will improve further our carbon footprint.
Aston Manor are fully committed to complying with the Modern Slavery Act 2015. For details of our statement of compliance please Click to view the Aston Manor Cider Statement of Compliance - Modern Slavery Act 2015.
Furthermore, at Aston Manor we operate an equal opportunity and equal remuneration policy, click here to view our Gender Pay Gap Report.
Chief Medical Officers Guidelines
Aston Manor takes the health of its consumers extremely seriously. As such in order to ensure our consumers are adequately informed, all of our product labels indicate the amount of Units per container along with amount of units per typical serving. There are also links to the Drinkaware website, pregnancy statement and logo and no driving logo.
UK alcohol unit guidance
The Chief Medical Officer's (CMOs) guidelines are extremely detailed and encompass numerous messages to keep health risks from alcohol to a low level. The UK CMOs advise it is safest not to drink more than 14 units a week on a regular basis. The CMOs also give guidance on drinking in pregnancy and single occasion drinking.
The Chief Medical Officers' Low Risk Drinking Guidelines are available online at:
'White Cider' in context
Within total alcohol sales
At £68m, the ‘white cider’ category accounts for only 3.7% of total cider sales and just 0.27% of all alcohol sales.
‘White cider’ is also in long-term volume decline (7% down 2014-17). This means that, in the last three years alone, 40 million fewer units of alcohol have been consumed as ‘white cider’ – though they might have been replaced by consumption of higher strength wine and spirits.
This reduction is supported by a move towards smaller pack formats. While the majority of ‘white cider’ sales come from 3 litre PET bottles, more and more consumers are switching to smaller PET bottles and the can format.
You can learn more about how ‘white cider’ indexes within total alcohol sales in the following slides.
The reality of the 'white cider' consumer
The public perception of the ‘white cider’ consumer is more often-than-not a person in crisis, homeless, or underage.
It is true that all forms of alcohol and other substances beside are capable of being misused. This is equally true for 'white cider' as for other drinks – particularly in the value sector.
Though it would be wholly inaccurate to point to the tiny proportion of misuse as representative of 'white cider' consumers.
The reality of misuse is that the professionals supporting those in crisis recognise that the substance misused is interchangeable – action on one category prompts misuse to be displaces to something else or more resources are dedicated to sustain misuse, making matters worse.
An independent study of over 400 'white cider' drinkers and the independent analysis of Frosty Jack’s consumers confirms a very different reality to the one commonly portrayed.
92% are in work and 62% are married or cohabiting.
Furthermore, the majority profile of white cider drinkers as hard working families who closely fit the JAMs (Just About Managing) profile identified by the Joseph Rowntree Foundation with 79% having an average household income of under £20K p.a. Low income households are lower per capita consumers of alcohol.
Research also revealed that they are not only ‘white cider’ drinkers - it represents only part of their drinking repertoire of alcohol. Frosty Jack’s consumers will spend more on wine and spirits than on ‘white cider’.
Nearly two-thirds of 'white cider' drinkers feel the media portrayal of the drink is unfair and just under half admit that the stigma attached to category stops them from buying the drink sometimes.
When 'white cider' consumers switch their purchases, it will often be to higher strength wine and spirits.
You can learn more about the profile of an average ‘white cider’ consumer in the following slides.
The view from frontline workers
With the announcement Alcohol Structures Consultation, we commissioned an independent survey to determine the views of over 100 frontline drug, alcohol and homelessness workers on substance misuse and the potential impact of whole population measures to reduce alcohol harm to people in crisis.
While ‘white cider’ was identified as a substance frequently abused by the people they work with, 69% agree that there are not 'problem drinks' rather people who have a problem with alcohol, 10% have a neutral opinion. 81% believe a ban displaces misuse, 4% have a neutral opinion.
55% stated that misuse would switch to another substance, 38% believe that people in crisis would just spend a great proportion of their personal resources to continue misuse and only 7% believe that misuse would reduce if a persons’ preferred substance became more expensive/less easily available.
When it came to measures to help reduce harm, 81% believe that direct work with people in crisis was vital while only 10% believe that whole-population measures such as MUP would be effective.
To see the full results of the survey, please download the report here.
The view from consumers (drinkers and non-drinkers)
We commissioned a second independent survey of 2,000 people using questions from the study of the views of drug, alcohol and homelessness frontline workers.
This cohort of 2,000 people was representative of the total population for age, gender, and whether they were a drinker or not.
The response was a very similar picture. 74% of people think that if a substance is made more expensive or supply is restricted that misuse will switch or more resources will sustain misuse.
Less than one in five think it is effective to target specific drinks or introduce measures like minimum unit pricing (MUP).
To see this entire survey, including demographic breakdowns, please download the report here