The Cider Category Fizzes with Potential

THE CIDER OPPORTUNITY FOR THE ON TRADE HAS NEVER BEEN STRONGER. WITH SALES UP MORE THAN 60%1 OVER THE PAST 12 MONTHS, THE CATEGORY IS EXPECTED TO CONTINUE TO THRIVE THIS YEAR.

Here, Holly Chadwick, Brand Manager for the UK’s fastest growing cider maker2, Westons Cider, highlights the major category-driving trends bar operators should be aware of to propel profits this summer and beyond.

Thirst For Flavour And Draught

“Draught cider continues to make up the majority of the market3, with three quarters of sales coming from apple cider4 Anecdotally, draught ciders are often seen to offer better value for money during times when household incomes are under pressure, so we’re expecting draught to remain a popular choice this year.

“Fruit cider remains steady at around one third5 of the category, with the majority of consumers leaning towards dark fruit flavours. Our recently launched Stowford Press Dark Berry is rich in fresh blackcurrant and sweet blackberry to tap into this solid sector of the market.”

Crafted And Premium Ciders

“Premium brands now account for more than half of all cider sales6 in bars and restaurants, with both premium mainstream ciders – such as our bestselling Stowford Press range – and crafted apple ciders – like our new Henry Westons Vintage Draught – in growth over the last year.

“And with drinkers prepared to pay between 45p and £1.11 more per pint7 compared to a mainstream equivalent, making sure you have the right ciders on offer could make a big difference to your bottom line.

“The trend towards premiumisation has been on the rise for more than five years now and is showing no signs of stopping. Even in tough economic times when consumers carefully consider their spending, affordable luxuries – like a pint of delicious, crafted cider – remain important.”

Sustainability

“Consumers are also becoming savvier about the provenance and sustainability credentials of where their drinks are coming from.

“At Westons Cider, we remain focused on supporting the local community and our planet.

“We source 100% of our apples from within 50 miles of our Herefordshire Mill, using traditional methods to create our range of ciders and supporting the rural economy. Plus, all the leftover pomace from our cider making is turned into CO2 locally, which is then used to carbonate our finished drinks.

“We’ve also removed plastic wherever possible from across our packaging and have brought everything in-house to reduce our carbon footprint – including installing a £3M canning line and solar panels on our roof.

“We’re proud to create authentic heritage ciders, made using traditional methods, which drinkers are seeking out.” www.westons-cider.co.uk/trade

1. Value sales +61.5%, Westons Cider Report 2023

2. +125.9% growth, Westons Cider Report 2023

3. 76.2% of on trade sales, Westons Cider Report 2023

4. 75.4% of all draught sales, Westons Cider Report 2023

5. 36.9%, Westons Cider Report 2023

6. By volume, Westons Cider Report 2023

7. Westons Cider Report 2023