The brewer said Inch’s 0.0 will be available across the on-trade in 440ml cans from this month (March).
It added since launching in 2021, Inch’s Cider is the UK’s fastest-growing cider brand with 49% growth in value over the previous year[1].
The launch of Inch’s 0.0 is a “major advancement” for the brand, adding a “credible, great-tasting cider option to the booming low & no alcohol market at a time when 10.9% of consumers are now choosing these alternatives when dining or drinking out[2]”.
In time for summer
Heineken said the alcohol-free alternative to Inch’s Medium Apple “will allow operators to create excitement around moderation and wellness, just in time for the summer months when consumers are looking to visits venues earlier in the day, relaxing in pub gardens and terraces while enjoying the warmer weather”.
Amalka Woodall, quality technologist at Hereford Ciderie, said: “This process of de-alcoholisation has ensured Inch’s 0.0 retains the flavour that our Medium Apple cider has become so well-known for, and which we see as essential characteristics in a perfect cider.
“Ciders that have alcohol removed sometimes miss their sensory characteristics, which can make the product taste thin and watery, whereas we have worked hard to ensure that none of the depth and character of Inch’s Medium Apple is lost throughout the process.
“It’s been a challenge but, after two years of research, development and collaboration across multiple teams, we’re proud to introduce this UK-first for Heineken UK, and marking an exciting step forward in offering more choice to cider lovers without compromising on taste.”
Drive further growth
Heineken UK cider brand director Rachel Holms added: “We know cider lovers are looking for exciting, high-quality options that match their lifestyle and preferences.
“With Inch’s 0.0, we’re delivering innovation that not only tastes great but also challenges perceptions of what apple cider can be.
“We’re confident this new addition will drive further growth in the category while reinforcing Inch’s reputation as a fresh, modern cider brand – providing a credible option for those who are looking to moderate their alcohol consumption.”
Heineken UK is supporting Inch’s Cider with a nationwide campaign that will include TV, social media, digital and out-of-home activations, running from April to September.
Sources:
[1] CGA OPMS GB Value Sales MAT % Chg vs LY P1 25.01.2025
[2] BrandTrack October 2024
