One of the reasons I want to do this is because “real” cider is a great British product with a long history, yet it is woefully ignored by the mainstream pub/bar trade and mainstream retailers. The recent growth in popularity in cider has been driven by lower-quality, mass-produced “ciders” of the kind you see bottled in pubs and supermarkets, which tend to be over-sweetened and watered-down versions of the real thing. I reckon you can encourage people to drink and enjoy real cider and to appreciate the range of flavours and styles (much like the recent popularity of "real ale" has encouraged people to do.) Cider doesn't need to be over-sweet or fizzy - though there is a place for those things too, e.g. the French make amazing cider in Brittany and Normandy which is often naturally carbonated and has a very distinct taste.
Some of the best cider producers in the country are situated fairly close to south London in Kent, Surrey and Hampshire, so I'm aiming to get a range of cider from the locality - availability permitting!
Another reason I'm doing it is because Loughborough Junction used to have four pubs around the station and now it has none. The community street life has been decimated a bit and there's nowhere really to go to for a drink after work or at the weekend. Yes, there's the Cambria, but it's hidden away in the back streets away from the station - and lots of people are put off by the Hero by what it looks like from outside (though personally I'm a fan and drink there sometimes - just about the cheapest pint around I reckon, bar JDW). So I want to get people down to the Loughborough Junction area and maybe check out some of the newer stuff there - like Harbour Cycles, the Blue Turtle Coffee place, the Sunshine Arts cafe, Loughborough Farm…..
)
