Apple Cider Continues To Catch Pubgoers’ Eyes

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The success of premium and crafted apple ciders will continue to set the pace of growth in the UK’s £1.93 billion on trade cider market this year, according to the ninth edition of the Westons Cider Report.

Apple cider now accounts for two-thirds of all on trade cider sales by volume, and three-quarters of draught sales, with the average rate of sale per draught apple tap now around double that of flavoured cider.

Getting the range right is key, adapting to where growth is coming from, while also ensuing there is the right balance for your outlet. Don’t turn your back on flavoured cider totally but make sure you’re serving it in the formats that are right for your own customers.

Other highlights from the report show:

• Cider is helping to attract new drinkers. Cider over-indexes for younger adults aged 25-34 who now drink on premise more than any other age group.
• Cider is recruiting and delivering new younger and affluent drinkers.
• Cider and sport are a match made in heaven, with the FA Cup Final, Grand National, the Euros and Olympics all set to help drive sales.
• Make sure you’re stocked up for the moment the temperature gauge rises as there’s no greater correlation between cider and sales than a hot spell or sunny Bank Holiday.

The Westons Cider Report is the on trade’s most trusted source of category advice and analysis.

Run by the fourth generation of the Weston family, Westons Cider produces bestselling Henry Westons and Stowford Press. For more visit westons-cider.co.uk. 

All data Westons Cider Report 2024 (CGA P12 52 w/e 2nd Dec 2023, Circana Infoscan 52 w/e 30th Dec 2023 & Kantar Worldpanel 52w/e 24th Dec 2023).