EU Cider Regulations Spark Debate: Norwegian Producers Poised to Benefit, Swedish Industry Faces Challenges

New EU proposals regarding cider production are set to reshape the landscape of the European cider industry. The proposed regulations, aimed at clarifying definitions and ensuring transparency for consumers, could provide a significant advantage for Norwegian cider producers while posing challenges to their Swedish counterparts. The debate centers around juice content requirements and the categorization of cider products.

New EU Proposal: A Three-Tier System

The European Union is considering a new framework for defining cider, moving towards a standardized approach across member states. Currently, there is no unified EU regulation, leading to variations in how cider is produced and labeled. France, Poland, Belgium, and Italy are driving the push for change, while Sweden, Denmark, and Finland have expressed concerns about potential negative impacts on local businesses Euractiv.

The draft proposal establishes three distinct categories:

• “Premium Cider”: Reserved for beverages made from 100% apple juice.
• “Cider”: Drinks containing at least 50% fruit juice.
• “Cider-based Drink”: Products with a minimum of 20% juice content.

Norwegian Cider Industry Set to Gain

Norwegian cider producers, who predominantly utilize 100% fermented apple juice, are well-positioned to benefit from the new regulations. Bernt Bucher-Johannessen, General Manager of Hanen, a Norwegian business organization representing cider producers, believes the proposal will facilitate increased sales and enhance the reputation of Norwegian cider in Europe Hanen.no.

“In that case, it would be great and make it easier for us to sell Norwegian [cider],” Bucher-Johannessen stated. He emphasized the growing importance of the cider industry to Norwegian fruit production and highlighted the potential for increased recognition within the European market.

The Norwegian government is also taking steps to support the industry, with plans to improve and expand the existing farm sales scheme, with a consultation proposal expected before the summer.

Swedish Cider Industry Faces Uncertainty

In contrast, the Swedish cider industry faces potential disruption. Approximately three-quarters of Swedish cider is currently exported, and the new regulations could prevent much of it from being legally labeled as “cider” under the proposed framework. Kopparbergs, a major Swedish cider producer, generated a turnover of close to NOK 2.5 billion in 2024 and sells its products in over 30 countries Euractiv.

Kopparbergs CEO Peter Bronsman noted that the company sells more cider than the entire French market combined, suggesting a significant potential impact from the new regulations. Bucher-Johannessen was critical of the Swedish approach, questioning the quality of cider made with only 15% fruit juice concentrate.

Industry Response and Adaptation

Brewery Hansa Borg, the company behind Greven’s Cider and Bulmers in Norway, is monitoring the situation and preparing to adapt to any new requirements Hanen.no. Stina Kildedal-Johannessen, Head of Communications and Sustainability at Hansa Borg, stated that the company will make necessary adjustments if the EU implements the new definition of cider.

Growing Demand for Cider in Europe

Western European countries account for approximately half of the world’s cider consumption The European Cider & Wine Association. Norway has experienced significant growth in its cider industry in recent years, with sales at Vinmonopolet exceeding NOK 100 million last year. The industry is also gaining recognition, with proposals to replace champagne with Norwegian cider at official events.

Bucher-Johannessen is currently working on a project to facilitate the export of Norwegian cider to the EU, capitalizing on the potential benefits of the new regulations.