The Three Counties Cider & Perry Association announce their Perry is Alive campaign in response to Westons recent statement that the term perry is “dead”

Credit: Helen Anne Smith

In response to the article “Perry is ‘dead’ declares cidermaker Westons” published by The Grocer on the 21st October 2025, the Three Counties Cider and Perry Association (TCCPA) launch their Perry is Alive campaign.

Westons’ justification for their removal of perry from their labelling is to increase their sales figures. The TCCPA believe this dismissal and removal of language to be damaging and a danger to the relationship drinkers have with the rich history and heritage of perry, pears and the land they come from. 

In response to this statement the TCCPA are encouraging their members to speak out about the importance, magic and vitality of perry, using the hashtag Perry is Alive.

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 dangers a vital part of our national identity and culture 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. 

Prominent UK perry producers speak out in response

Albert Johnson, Chair of the TCCPA and Director of Ross-on-Wye Cider & Perry Company says: 

“Perry is more alive than ever. 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.”

Johnson continues:

“Speaking personally as Director of Ross-on-Wye Cider & Perry Company, we can't produce perry fast enough to keep up with demand. Our traditional methods of pure juice, naturally fermented, seasonally made perries produce exceptional drinks that tell the story of rare varieties of fruit, passed down and nurtured generation after generation in Herefordshire and the Three Counties for the past three hundred years. We buy as many perry pears as we get offered but it still doesn't keep up with the fantastic level of interest drinkers have in this most sustainable and historic of British drinks.”

Emma Jordan of Blue Barrel Cider says:

“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!”

James Forbes of Little Pomona Cider & Perry says:

“Given that the Westons factory is overlooked by perry pear trees, so old they predate its existence, Mr Hinksman's views are particularly crass. 

Worse than that, such public statements from influential figures are damaging, undermining the amazing work done to promote the drink over the last few years, by organisations like the TCCPA, CAMRA and the Museum of Cider, publications such as Cider Review, and thousands of perry makers in the UK and beyond.  

Perry may be dead in the eyes of Westons but they couldn’t be more wrong.”

Tom Oliver of Oliver’s Cider and Perry says:

“Just because perry presents poorly in terms of commerce does not mean it is dead. It just means that the world of commerce is out of sync with the world of perry. That may indeed, be a good thing, because to belong to the more commercial approach brings so much compromise and loss of integrity that perry may well be better off out of it. Allowed to flourish where it finds its champions, be they makers, drinkers or advocates. Long Live Perry.”

Lydia Crimp of Artistraw Cider and Deputy Chair of the TCCPA says 

“Perry culture has never felt more energised and alive than in 2025. With increased consumer interest in provenance and sustainably produced drinks, perry is proving itself well placed to reach a whole host of new fans.”

Tom Tibbits, of Artistraw Cider and Treasurer of the TCCPA, continued, 

“Reports of perry's death are a great exaggeration, only on October 4th the Cider Museum hosted a day celebrating this rare and endangered cultural rarity with its origins in Gloucestershire and Herefordshire, rebranding itself the Museum of Perry for just one day. Hundreds of visitors attended talks, tastings, and special displays celebrating this unique expression of the beautiful landscapes in which the perry pear trees thrive.”

Hiranthi Cook of Cidentro Cider House says:

“Westons grabbed headlines this week with their comment perry is ‘dead’. The company ditched the traditional term "perry" and started calling its product "pear cider". Westons attributed their product success to changing the product's name and making the liquid sweeter to attract a broader audience. The comment sent shockwaves to perry producers and perry drinkers up and down the country and not in a good way. If this was a marketing stunt to grab headlines then many perry producers in the industry are retaliating with a rebuttal.

Perry, the fermented juice of pears, is a much loved national drink. In fact, with an abundance of fruit in orchards this year, perry production is going from strength to strength. So why question its existence when it’s very much alive! Long live perry and its tradition.”

Adam Wells of Perry: A Drinker’s Guide addresses Westons claims that ‘perry is dead’

Adam Wells, author of award winning Perry: A Drinker’s Guide, published by CAMRA in 2024 says:

“Over the last year and a half, since the publication of ‘Perry: A Drinker’s Guide’ I’ve had the privilege of speaking at over 30 events dedicated specifically to perry, in towns and cities across the UK from Anstruther to Exeter and Cardiff to Leeds. I’ve been lucky enough to speak to audiences of over 100 in the USA and Germany, all of them drinking, learning about and celebrating perry. I’ve judged any number of competitions, written articles for numerous publications – I’ve even recently made some myself for the first time.

‘Perry: A Drinker’s Guide’ only came about because hundreds of people pushed it through CAMRA Books’ kickstarter campaign within 24 hours of launch. Writing it opened my eyes not only to the incredible breadth of perry and perry pears in the UK, but in the growing global scene from the USA to Australia, Japan to South Africa and New Zealand to countries right across Europe.

There have never been more countries making perry than there are today. The best perries ever bottled are on shelves right now. Perry could only seem dead from the laziest of perspectives. Those of us plugged into the world of full-juice, aspirational cider and perry know that it has never been more alive.”

The importance of perry to our culture and heritage

Helen Anne Smith co-editor of Burum Collective, Secretary of the TCCPA and lead photographer on Perry: A Drinker’s Guide says:

“To read the words "perry is dead" after spending the past two months literally waist deep in perry pears felt surreal to say the least. Words are important, and even just a few can have a catastrophic effect. This is something that journalists, publications, and corporations are more than aware of, making this article wholly disappointing. 

The important thing now is how we move forward. I would urge perry producers to not feel discouraged by this, and although fighting for perry's place behind the bar or on the shelves can sometimes feel like an uphill battle, it is one that is worth it. If you have never tried perry before but are now interested, please be assured that outside of Westons there is a whole world of perry to be explored. It is a truly magical part of our heritage, and the heritage of other countries around the world. And as long as we fight for it, and not just give up, perry will always be alive.”

Barry Masterson, of Kertelreiter Cider and editor of Cider Review says:

“To state that ‘perry is dead’ is not only inaccurate, but deeply irresponsible in the context of our shared European cultural heritage. Across the orchards of Herefordshire, Gloucestershire, and Worcestershire, and stretching through northern France, southern Germany, Luxembourg, Switzerland, and Austria, perry is having a revival, crafted by passionate growers and producers who honour centuries-old traditions. 

The legacy of the perry pear, with trees that have stood for generations, is a living testament to the resilience and vitality of this unique drink. Between recent festivals, championships, and the publication of Adam’s book, I sense a renaissance, proving that perry is not a relic but a vibrant, evolving part of our gastronomic landscape. 

To dismiss perry as obsolete is to disregard not only the rich tapestry of agricultural skills and stories that bind communities, but also the growing appetite among younger generations for authenticity and depth. People want that connection to a place and the land. Instead of erasing its name, we should celebrate and safeguard perry as a Europe-wide cultural heritage, ensuring its legacy endures for centuries more.”

Paul Stevens co founder of Perry Fest said: 

“”Perry is dead” cries a macro producer. Well earlier this month 700 people from across the country thought differently and attended Perry Fest at the Museum of Cider in Hereford. Alive and kicking I say.” 

NOTES TO EDITORS 

Head to TCCPA website to read more about the work of the Three Counties Cider and Perry Association.tccpa.co.uk   

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