The Three Counties Cider & Perry Association has launched a Perry is Alive campaign following a print article declaring the style dead.
Image: Helen Anne Smith
The article, in The Grocer last week, was headlined ‘Perry is dead declares cidermaker Westons’.
In the article,Westons said reframing its Henry Westons Perry as a pear cider — while also dropping its ABV from 7.4% to 6% — had helped to revitalise it.
Off-trade sales had risen 488% to £660,000, ahead of the £20,000 of sales of the perry the previous year.
The TCCPA are encouraging their members to speak out about the importance, magic, and vitality of perry, using the hashtag #perryisalive.
It says to actively remove perry from labelling and marketing is to alienate and dilute consumers’ knowledge and appreciation of the agriculture, history, heritage, and tradition that forms the UK and beyond. The move dismisses and endangers a vital part of our national identity and culture, it adds, and works to erase a drink that so many people are working tirelessly to champion and preserve for the enjoyment and enrichment of generations to come.
“Perry is more alive than ever,” said Albert Johnson, chair of the TCCPA and director of Ross-on-Wye Cider & Perry Company. “The Three Counties Cider & Perry Association has more members than at any time in our 32-year history, with more of those producing perry than any time before, in greater quantity and with greater quality than ever before.
“Alongside this, we have just held the inaugural International Perry Championships at the Malvern Autumn Show, an
extraordinary competition that saw entries from all over the three counties and beyond right across the UK, from producers large and small, all of whom are determined to produce the most delicious drinks made from our precious heritage perry pear varieties.”
Emma Jordan, of Blue Barrel Cider, said: “Perry is very much alive! We’ve nearly sold out this year for the first time due to growing demand. At a time when so many traditional orchards are being lost, perry stands for resilience, craftsmanship, and connection to the land.
“With rising sales, dedicated International Perry Championships, and a hugely successful Perry Day at the Museum of Cider, its future is bright. We won’t be deterred by a Goliath attempt from macro producers to erase a vital part of our heritage — Perry isn’t just alive, it’s thriving!”
