Cider will never be beer because it is made from apples
The noisy marketing battle between S&N’s Bulmers and C&C’s Magners demonstrates two truths. The first truth is that significant marketing investment significantly stimulates sales. The second truth is that brewers are still clinging to that perennial hope that cider might one day become a volume contender to beer.
Each decade sees a cider brand trying to convince another generation that it is more refreshing/sophisticated/rewarding/tastier than beer. Remember the promises of Gaymers Original, Diamond White, Scrumpy Jack? And after a period of heady sales rises and excitement the inevitable happens and sales fall back down, however sophisticated, over-iced and enticing the marketing might be.
The problem with cider, unlike beer, is that it is made from apple juice, which means that it is fruitier, sweeter, more acidic and generally less suited as a session drink than beer, which of course is made from water with some key ingredients added in.
Yes cider can make a nice change and for a while you might even be convinced, but most who spent the night before drinking cider will not want to make it a regular experience.