An award winning Hawke's Bay cider maker believes lower alcohol limits for drivers could be a key to increasing people's interest in top quality ciders.
A fifth generation apple grower, Paul Paynter, won the Cider Trophy at this year's New Zealand Fruit Wine and Cider Makers Awards for his Paynter's Cider.
Mr Paynter said he had planted four small blocks of cider apples, grown especially for the drink, which he believed would make a difference for the future of the market.
He was aiming to develop the cider market to compete alongside the country's craft beers and world renowned wines, and hoped changes in alcohol limits for driving would lend a helping hand.
"I think one of the trends that's a bit of a tail wind is the lower driving limit for alcohol, and cider at 6 percent is less than half of most wines," he said.
"That means people shouldn't be so concerned about those two glasses of wine at Friday drinks ... I think it's a great thing but all I need to do is deliver them something that's satisfying and sophisticated, so hopefully they can move from wine to cider."
Mr Paynter's cider is being launched in stores and online from today.