The Westons Cider Report 2025, based on data from CGA for the 12-months to November 2024, showed while total on-trade cider volume dropped 2.8% year-on-year, draught cider made up 76.9% of sales in pubs.
In addition, cider as a whole accounted for almost two thirds (64%) of total category value, a +2% increase from last year.
The on-trade cider market was found to have grown 1.2% in value to £1.97bn, attributed to premiumisation and rising pint prices.
According to the figures, premium and crafted apple ciders outperformed the wider market, suggesting drinkers were upgrading their choices when they head to the bar.
Moreover, a third of cider consumers drink out at least weekly, and they spend £5 more than the average pubgoer each month.
Apple cider continued to lead the charge in 2024, making up 63.6% of total on-trade cider sales and 77.2% of draught cider volume, and remains the bestselling, highest-rate-of-sale cider format.
Maximising space
While fewer venues are serving two ciders, those offering three or more have increased, showing that where cider performs well, it’s thriving, according to the report.
Draught apple taps were also found to be selling at twice the rate of flavoured meaning, with 27% of draught flavoured cider volume in premium brands.
To maintain consumer choice and maximising space on the bar, Westons advised operators to stock premium flavoured cider in bottles.
Meanwhile, the crafted cider segment has grown in the on-trade, with premium, heritage-led brands presenting a major profit opportunity for operators, Westons said.
For example, the report detailed Henry Westons Vintage commanded an RSP of £5.97 per pint – £1.31 more than the category average. The average price of a pint of cider climbed 18 percentage points year-on-year, to £4.48.
While mainstream apple cider accounted for a third of total draught apple sales, this dropped by 2.7ppts annually, losing share to premium mainstream and premium crafted apple.
Premium crafted was the fastest growing segment (up 1.5 percentage points year-on-year), making up 13.5% of total draught apple sales with an average RSP of £4.90.
More selective
However, more than 55% of total cider volume concentrated in just four key regions (south west, central, London and Yorkshire), reinforcing the need for tailored ranging strategies to reflect local consumer preferences.
Westons head of business development Darryl Hinksman said: “Cider drinkers are becoming more selective, prioritising authenticity, provenance, and quality. With the on-trade landscape evolving, operators who invest in a well-curated, premium cider range will be best placed to drive sales, margins, and consumer loyalty in 2025 and beyond.
“Looking ahead to the next decade, premiumisation is only set to accelerate, with consumers continuing to trade up for crafted, heritage-led ciders. Heritage-led vintage ciders are set to play an even bigger role – we’ve seen a similar pattern with the rise of premium lager and craft beer in recent years.
“Premium apple cider will remain the backbone of draught offerings, while packaged premium flavoured ciders will play an increasing role behind the bar, giving venues a way to maintain variety without overloading taps.
“Operators who leverage this shift and prioritise premium, high-rate-of-sale ciders will be the ones to unlock long-term growth and maximise their cider sales well into the next decade.”
