As Dick Puddlecote warns, the days of the poster advertising alcohol are numbered, so if your telephone takes pictures you may wish to snap one of the current saturation-advertising posters from the makers of Wifebeater™ selling an apple-flavoured alcohol product. This may be the last time we see a public twenty-foot poster extolling the virtues of an alcoholic beverage (think of the children!) so it's a double shame that what's being advertised is, frankly, horsepiss.
It's not 'Cidre' in my book if it contains only 50% by volume of fermented apple juice at 3% ABV and 50% by volume of water, industrial ethanol and apple flavouring to bring the whole up to 4.5% ABV. And the fatuous claim by Wifebeater™ that it 'contains 70% hand picked apples' means only that 30% of the apples used in making the 50% of the drink that's cider were machine-picked. And given the surplus of East European apple-pickers not much of a claim, frankly. The product's main rival for the Summer, Magners, also 4.5%, is little better - 75% of each bottle is made from commercial apple juice concentrate, sugar and water.
The only real cider is one made wholly of crushed apples and nothing else, fermented with the natural fruit yeasts and matured for, ooh, at least a week in an oak barrel. At £2 a litre and sod the Revenue. And just as the miserablists' anti-tobacco campaign has seen a growing trend for people to grow their own (and yes I was ahead of my time here when I grew a full crop of Nicotiana Tabaccum from seed in the garden of my cottage in Needham Market in 1978, though my ignorance of the curing process left me with 4kg of snuff ) so I suspect will the advance of the joyless Drink Stasi on the alcohol industry see the rediscovery of small-scale neighbourhood production.