Cider sales to UK pubs and bars hit £2bn, says Heineken report

The brewer said cider is now the second fastest growing drinks category in pubs and bars and accounts for 9.1% of total wet sales by volume and 6.4% by value. The category is stocked in 93% of on-trade outlets.

Across the sector, cider sells the equivalent of 96 pints and 25 bottles per pub per week, equating to around £443 in weekly sales for the average outlet.

The figures come as cider makers have recently called on Government to ease the financial pressures facing the sector, including rising taxes and regulatory costs.

Resilience

The report also found cider has seen the biggest increase in serves per occasion over the past year, up 19% to 3.2 serves, broadly in line with beer at 3.3 and ahead of cocktails at 2.3.

However, while value is rising, total cider volumes in the on trade fell 4% over the past 12 months, broadly in line with overall wet sales. Heineken said this reflected wider pressure on alcohol volumes, but noted cider had proved more resilient than wine and spirits.

Growth drivers

Growth is being driven by mainstream apple and premium draught cider. Inch’s was the biggest value growth brand, up 28.2% to £260m, while Aspall Cyder rose 13.9% to £149m.

The report also suggests cider is becoming more relevant in food-led environments, with more than 40% of cider occasions now taking place while eating.

Will Rice, on-trade director at Heineken UK, said: “As the second fastest growing drinks category in the UK on-trade and growing in popularity across new occasions, particularly with food, cider is a category fully deserving of space and focus in pubs and bars of all sizes and shapes.”

Heineken added that premium flavoured and low and no cider also present growth opportunities for operators as consumer tastes continue to evolve.