As cider takes its place in the spotlight, we explore the trends driving the category to help pubs get on board for summer 2025 and beyond.
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A blockbuster summer starts with Kopparberg
The sun’s out, the beer gardens are starting to buzz and there’s one brand made for moments like these - Kopparberg. With bold fruit flavours and feel-good energy, it’s the cider that captures the spirit of the sunshine in every serve.
This isn’t just seasonal popularity, it’s the result of years of innovation, standout marketing, and a deep understanding of what today’s consumers want. With 7.7 million drinkers in the UK¹, Kopparberg is a must-stock for operators ready to capitalise on soaring demand for the most-loved brands.
Icons like Strawberry & Lime and Mixed Fruit remain the top two bestselling packaged cider variants in the On Trade², whilst newly launch Crisp Apple is already making waves, backed by bespoke POS and activations, and an all-summer long partnership with Capital Dance - to drive visibility and sales.
Kopparberg performs as well as it tastes. It holds the highest rate of sale in draught fruit cider3, leads the alcohol-free cider category4, and boasts more drinkers than any other cider or lager brand in the UK5.
This summer, our multimillion-pound campaign will reach 90% of 18–34-year-olds in the UK with nationwide visibility and bold activations, delivering unforgettable experiences. It’s creative, it’s fresh, and it’s built to perform.
With packaged, draught, and alcohol-free formats, Kopparberg delivers versatility, margin, and momentum, everything an outlet needs for a profitable season.
Summer sells Kopparberg.
For more information, visit Kopparberg here.
Sources:
1. Kantar MWP | All Outlets | Fruit Cider | Buyers | 52 we 23/03/25
2. CGA Nielsen (L52 wk/e 22/02/25)
3. CGA Nielsen (L52 wk/e 22/02/25)
4. VOLUME ACROSS TOTAL TRADE COMBINED; ON TRADE: NIELSEN CGA, OFF TRADE: NIELSEN DISCOVER (52W/E 30/11/24)
5. KANTAR WORLD PANEL: TOTAL TRADE 52 WK/E 30 JUNE 2024
This spring’s unseasonably dry weather hasn’t been good news for gardeners or reservoirs but it has provided a welcomed boost for pubs.
Customers flocking to pub gardens and terraces to soak up the sun over a cold drink led to a like-for-like increase of 12% in average drinks sales to 3 May, according to CGA by NIQ’s Daily Drinks Tracker.
Leading that growth by a long way is cider. Sales of the fermented apple drink grew 43% in pubs between 27 April and 3 May, following growth of 13% the previous week.
Given the above-average temperatures for April and May, these figures may not be surprising. After all, ‘cider is synonymous with summer’ says Rob Sandall, on-trade sales director for England and Wales at C&C Group, noting that sales typically pick up at the end of April before peaking in the summer months as drinkers seek a glass of something cold and sweet.
C&C Group is partly responsible for creating this narrative, of course. Its launch of Magners in 2006 with its ‘over ice’ concept played a pivotal role in reinvigorating the category and cementing cider as the summer drink of choice.
Today, however, it’s too simplistic to attribute strong cider sales to a brand or certain style that’s easy to quaff in the warmer months. While ‘a refreshing chilled serve’ is still a draw for many, there are multiple reasons for cider’s success.
“There’s no denying hot summer days give sales a significant boost in the on-trade,” adds Darryl Hinksman, head of business development at Westons Cider. “In fact, last year, the highest cider sales were between 18 May and 14 July – the hottest period of the summer.”
But, he adds, cider is maturing as a category and “firmly establishing itself as a year-round favourite”. Cider is no seasonal tipple.
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How authentic, sustainable cider is keeping customers coming back for more
The cider category’s bubbling with excitement as younger drinkers head out more, increasingly choosing cider over beer or lager. When you combine that with strong innovation and Thatchers’ targeted marketing driving sales and footfall, there’s a major opportunity for pubs and bars.
Despite cost-of-living pressures, customers are willing to pay for trusted, quality brands that align with their values. Authenticity matters - 78% seek cider made by experts, and 67% look for brands with a long heritage¹. With 120 years and four generations of expertise, Thatchers delivers award-winning ciders people love, from favourites like Thatchers Gold, to bold innovations like Thatchers Blood Orange and Thatchers Zero.
Their latest hit, Thatchers Juicy Apple, is already No.1 among 18–34s and is shaping up to be the drink of the summer, while Thatchers Gold remains the top apple cider for all ages and outperforms rivals for flavour and refreshment².
Where venues have switched to Thatchers, they’ve seen sales rise—like The London O2, which saw a 25% increase in its first year.
With two-thirds wanting their ciders to be sustainably made, they’ll be reassured that Thatchers is as good for the environment as it tastes in the glass. All their ciders are made using 100% renewable electricity, including power from 3,500 solar panels on their farm, and the CO₂ created during fermentation is captured and reused as bubbles.
With Thatchers’ generations of expertise crafting quality ciders that drinkers love, there’s no better time to make the switch and boost your profits.
More for information, visit Thatchers here.
Sources:
1. KAM – Thatchers Cider Drinkers Research – April 2025
2. Savanta, 52 weeks, Jan 2025
Indeed, according to the Heineken Cider Report 2025, cider is the second biggest alcohol category in the UK on-trade in terms of volume and is now worth £2bn to pubs.
So, what are the reasons for cider’s ascendency and what is predicted to keep it in favour through the summer and beyond?
“During social occasions consumer preference tends to be for longer serve drinks that they can enjoy. This also provides great value, which is an important consideration for today’s price-conscious consumers,” Sandall suggests.
“The availability of different flavours and styles means that cider can appeal to a wider range of consumers and occasions for example enjoyed on its own or alongside food like Orchard Pig.”
The Victoria in Oxshott, Surrey, is one pub benefiting from listing multiple ciders in varying styles. While general manager Louise Moore admits the sun brings out the cider drinkers in force – sales of cider rise an estimated 25% to 30% in summer – cider continues to be a popular choice throughout the year, in part thanks to Moore’s frequent stock reviews to gauge what does and doesn’t work.
The current range includes two bottled Silly Moo ciders (Cowfold and Unfiltered) as the full Rekorderlig flavoured cider range in bottles, including the 0% Strawberry & Lime, which Moore says appeals to her more brand-loyal customers “They know the brand and will request it as they have drunk it elsewhere.”
But the one Moore is most excited about is Hazy Hog. The cloudy apple cider from Surrey’s Hogs Back Brewery is the only cider the Victoria serves on draught. This might be considered a risk by some who would instead select a well-known brand but Moore’s gamble on a locally produced cider has paid off.
“At first, people were a little unsure about the cloudy side of it but it’s really gaining in popularity and customers are enjoying the more well-rounded flavour than the one you get with a classic clear cider,” she says.
Provenance pays
It’s not just the style and flavour that appeal to Moore’s customers; it is the local aspect that plays a key role in its success. Like the two Surrey-brewed ales available on taps alongside the Hazy Hog, a locally made cider has piqued the interest of her regulars.
“Having that attachment to local brewers and cider makers has been popular and I’m keen to support them. We also do a work a lot on our guest feedback and we have a very local community feel. We listen to our regulars and what they want is very important to us,” she adds.
Locally made cider is a draw for drinkers at Bath Cider House too. Although the Young’s-owned pub, situated in the centre of Bath, stocks an extensive range of apple and fruited ciders from around the UK and further afield in all formats – from traditional bag-in-box to keg and bottle – it is Bath Gold, a 4.5% ABV medium sparkling apple cider made in fermentation tanks upstairs from the venue that is one of its most popular.
“The fact it is made in-house really helps drive its popularity; people like to see local and what is more local than being made right here,” says general manager Francis Smart.
In Hampshire, a growing number of pubs, including the Brushmakers Arms in Upham and the Yew Tree in Lower Wield, are selling a relatively new cider made in the same county.
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Boost your range with Orchard Pig
With cider a notable summer drink it’s important that outlets think about their range and how best they can maximise sales. A great way of increasing value and volume is stocking a couple of premium options which despite economic pressures are still growing in popularity with many consumers choosing to trade up - 71% of cider consumers in the on trade willing to pay extra for good quality drinks*.
At C&C our Orchard Pig cider is challenging the conventions of the premium apple category – bringing playfulness alongside taste. Crafted using the finest West Country apples, Orchard Pig has less bubbles and its balanced bitter and sweet taste pairs perfectly with food which plays into more premium occasions. This also gives outlets more opportunity to sell, particularly as we come into summer, with many consumers looking for a refreshing drink to accompany their meal.
For more information visit Orchard Pig here.
Source:
YouGov Profiles+ Great Britain 52wks to 27/10/2024, cider consumers in the on trade is monthly cider or perry pubs and restaurants drinkers in GB n=1,823
Hydes Cyder, a lockdown project that grew into more, launched in 2023 and has been gaining ground ever since, says Lucy Lundberg, who founded the business with husband Philip.
The cider – a medium-dry 5% ABV blend of apples harvested from trees on the Herriard Estate and Dabinett juice – was first available in bottles and is now also sold in 30-litre kegs to pubs. Hydes has also developed at wild-fermented alcohol-free cider – Hydes Lyte - to tap into growing interest in the low and no category.
While the first run of Hydes Cyder was made with apples grown in Hampshire and blended with bitter-sweet varieties grown in the West Country, today it also sources apples from a provider 70 miles away to service demand. It is the local aspect that resonates with pubs and their customers, however, says Lundberg.
“People in Hampshire love the provenance of our cider, that it was created here and our initial recipe was that it was made from local Hampshire apples,” she says.
Nicky Taylor publican at the Brushmakers Arms, Upham, Hampshire, endorses Lundberg’s claim. She swapped the pub’s mainstream draught cider for Hydes and hasn’t looked back.
“Hydes Cyder offers the most delicious refreshing traditional tasting cider with light carbonation making it the perfect summer drink. We are proud to be able to offer this cyder to our clientele. They love it.”
Authentic apple
Depending on where your pub is located, it may not be easy to find a locally produced cider brand to stock but that shouldn’t be a barrier to finding ciders that resonate with your punters.
Today’s customers “are seeking authentic, quality brands that align with their values,” says James Palmer, head of on-trade at Thatchers Cider, adding 78% of cider drinkers want a cider made by experts and 67% value a company with a long history of cider-making (Source: KAM Thatchers Cider Drinkers Research – April 2025).
“The demand for both heritage and innovation remain strong, with drinkers increasingly seeking authentic, high-quality options that reflect both craftsmanship and provenance,” agrees David Sheppy, managing director of Somerset-based cidermaker Sheppy’s.
The fact consumers are seeking ‘authentic’ ciders may be one reason why British apple cider brands have come back into favour and are outselling flavoured variants.
“Accounting for more than three quarters (77.2%) of the category and selling at twice the rate of flavoured taps, draught apple cider maintains its status as the best-selling and highest-rate-of-sale cider format,” says Hinksman at Weston’s, pointing out that Henry Westons Vintage (a cider crafted from apples grown in a single year’s harvest in the three counties of Herefordshire, Gloucestershire & Worcestershire) is the UK’s fastest growing draught apple cider (Source: CGA OPMS MAT to P2, 22/02/2025).
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Magners – bringing some fizz to summer
It first revolutionised the category back in 2006 with its over ice serve and today Magners is still a staple on any bar. With sales of apple cider continuing to dominate and draught accounting for 77% of volume*, having a trusted and reliable brand like Magners that is easily recognisable on the bar is key to any cider range and can help outlets maximise rate of sale.
Operators need to be thinking about their full range including format. Having a fridge stocked with chilled ciders can be an appealing proposition to those visiting the bar and as the no.1 on trade packaged apple cider brand in GB** Magners is a trusted option. Also available is Magners 0.0% which offers the same great taste as the original and is the perfect option for those looking to moderate their consumption but still enjoy a refreshing apple cider.
It’s an exciting time for the brand which is bringing extra fizz to the category this summer with the launch of its new consumer and channel campaign, Magnertism, which represents the biggest investment in the brand in a decade.
For more information, visit Magners here.
Source:
* CGA OPM, 52 w/e 22.02.25
**CGA outlets, 52 w/e 07.09.24
Likewise, Palmer at Thatchers reports ongoing strong sales of its number one apple cider Thatchers Gold and is receiving positive reviews for its latest launch Juicy Apple.
In recognition of the “growing shift towards premium takes on classic apple cider”, even the fruit cider experts are on board. Swedish cider brand Kopparberg has launched Kopparberg Crisp Apple, which senior brand manager Rosie Fryer says is “a premium take on traditional apple cider with that unmistakable Kopparberg sweet kick younger consumers love and offers a smart switch for licensees”.
One of the reasons for this reacquaintance with apple cider is because, as Lundberg of Hydes Cyder points out, it is a simple drink to understand: “It’s just fermented apples,” she says.
The fermented aspect is also striking a chord with health-conscious consumers who are turning their backs on ultra processed foods and drinks and seeking more naturally produced products.
Low & no
Which brings us to low & no alcohol cider.
With more people moderating their drinking or just being more responsible, “alcohol-free options are no longer a nice-to-have, but essential”, says senior brand manager Rosie Fryer of Kopparberg – one of the early adopters of alcohol-free cider, which launched a pear non-alcoholic cider in the UK in 2007.
And demand for low or no alcohol cider in pubs is high. According to research by Thatchers – more than half of all drinkers would like to see a low or no cider option available in a pub, with the figure jumping to 75% among 25 to 34-year-olds (Source: KAM – Thatchers Cider Drinkers Research – April 2025).
“I feel alcohol-free ciders will become a lot more popular with the rise of mindful drinking, as people want to go out and enjoy their time at the pub without suffering the consequences the next day,” agrees Smart at the Bath Cider House, noting the rise of “incredible” no-ABV ciders, “which could give the strong stuff a run for its money”.
“I recommend checking out Iford’s Wild + Free and also Sandford’s Red Zero,” he adds.
While there is clear demand for low & no ciders that match their alcoholic counterparts, John Logue, creator of 0.5% ABV Chance Clean Cider, made with bitter-sweet cider apples and dealcoholised using a physical evaporation method, believes innovation in this area has been slow, hence his entrance into the market.
Having worked in the drinks industry for 20 years, including with leading alcohol-free beer brand Lucky Saint, Logue saw a gap for a cider that would tick boxes among consumers looking for a clean-tasting apple cider.
“What I was seeing was a huge influx of consumers coming into the non-alc space. They want something that tastes great when they go to the pub and that’s what we’ve tried to do,” he says.
Provide choice
While there are certainly trends in cider publicans should pay attention to if they want to capitalise in this area, the number one recommendation is to simply increase or review your cider range so cider drinkers feel included.
“Customers demand choice and don’t want to feel like an afterthought to beer and lager drinkers. Currently only 16% of people think bars cater well for cider drinkers,” says Palmer at Thatchers.
“Operators should ensure they have a firm favourite on tap and then support this with a couple of other options such as fruit, packaged as well as at least one premium option for consumers looking to trade up,” adds Sandall of C&C Group, suggesting regular “tests and reviews” to ensure they’re “continuing to meet the needs of drinkers”.
“To cater to diverse consumer tastes, operators should aim to offer up a variety of styles, from drier ciders like Aspall, to sweeter options like Rekorderlig’s Wild Berries flavour,” suggests Stephen Groucott, on-trade category controller at Molson Coors Beverage Company, recommending “a medium-dry option such as Sharp’s Cold River Cider”, to complete a line-up.
But whatever ciders you choose, visibility is key.
“Clearly signposting your cider offering to consumers is also important, particularly bottles or cans in your fridge that might not be as visible,” says Groucott with Sandall reminding us that “visibility on the bar and in venue” helps boost sales, which, after all, is the most important thing, isn’t it?
