FEATURE: Wave of cider innovation attracting younger market

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Are you making the most of the cider shift?

Spend enough time behind a bar and you start to spot small changes.

Younger drinkers ordering cider more. Friends choosing where to meet based on who “does a good pint of Gold”. Couples picking venues that stock something fresh and more modern.

These moments are becoming increasingly common – and together, they tell a bigger story about how cider drinkers are reshaping the hospitality.

Gen Z and Millennials are heading out more, and cider’s playing a growing role in where. In fact, 81% of 25 - 34s say cider drinkers influence their group’s venue choice. For operators that’s a powerful reminder that a strong cider range isn’t just a nice-to-have; it’s a driver of footfall and repeat visits.

Across the category, there’s renewed energy. Innovation is attracting younger adults who want drinks that reflect their values. Thatchers Juicy Apple is a prime example – a crisp, refreshing cider made using 100% renewable electricity that’s already become the fastest-growing apple cider on draught.

Authenticity is also proving key, and family-owned Thatchers Gold continues to be a standout choice as the No.1 choice of independent publicans and cider drinkers – proof that when customers have a choice, they choose Thatchers.

Low and No is also surging, with Thatchers Zero leading the way in a segment that’s grown 87% year on year, offering delicious taste without compromise.

Put simply: cider is a category on the rise and with Thatchers’ generations of expertise crafting quality ciders that drinkers love, there’s no better time to make the switch and boost your profits.

For more details, click here.

A new generation is beginning to discover the refreshing qualities of mainstream brands while some have begun to explore the great variety and versatility the category has to offer.

With spring on the way and hopefully some sunshine in store to lure pubgoers into the garden for a light and cool pint, cider could find itself playing a bigger role than ever on the bar this summer. The only disagreement among cider-makers is the balance struck between traditional apple and more innovative styles.

“It’s an exciting time for cider,” says James Palmer, head of on-trade at Thatchers, the number one cider in the free trade, which is growing rate of sale in pubs.

“There’s a renewed sense of energy. Gen Z are drinking more cider than lager and they are heading out more often – driving footfall. In fact, the frequency of cider consumption in the on-trade has gone up by 10% across all age groups.

“Cider is also topping the charts for perceived value for money and rating highly for excitement, with only cocktails scoring better. In a challenging economic climate, that combination of quality and value is incredibly powerful.”

A “wave of innovation has caught the eye of younger adults” that includes the launch of Thatchers’ own Juicy Apple, growing fast on draught thanks in part to its environmental message – it’s made using 100% renewable electricity.

And those key 25 to 34-year-olds are saying it’s the cider drinkers among them who have the big influence on where they go on a night out.

“For operators, it’s a reminder that a strong cider range isn’t just a nice addition to the bar, it’s part of what pulls people through the door,” says Palmer. “Changing social habits are creating more opportunity. Earlier occasions, midweek visits and food-led occasions are all on the rise, and cider fits these moments perfectly.”

Customers are also looking for experiences they can’t get at home, he adds, and Thatchers Fusion, which dispenses three different fruit ciders from one tap has been “a huge success”.

“It adds theatre and excitement while delivering a technical solution that saves space, reduces glass waste and frees up the fridge for other emerging categories such as low & no alcohol.”

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Maximise cider sales with Inch’s

Apple cider remains the foundation of the UK cider market, and its importance cannot be overstated. Apple Draught is stocked in 65% of all UK On-Trade outlets and in 95% of outlets that serve draught cider, reinforcing its role in the category[1].

Mainstream Apple Cider continues to perform particularly well with younger drinkers, who gravitate towards sweeter, fresher-tasting styles^[2]. Inch’s has been a significant growth driver in the market, becoming the UK’s fastest-growing cider brand since its 2021 launch, delivering 49% value growth since 2024.

Trade up with Inch’s Riversider

Premiumisation is another strong growth driver. As drinkers continue to seek authenticity, Premium Apple Ciders are gaining momentum, supported by innovations such as Inch’s Riversider, which proudly reflects its Herefordshire provenance and crafted character. This ‘trade up’ behaviour is particularly important as operators look to increase spend per head.

Serving the rise in mindful drinking

The arrival of Inch’s 0.0 marks a major step for the brand and the category, with 10.9% of consumers now opting for alcohol-free alternatives when dining or drinking out[3]. The dealcoholised version of Inch’s Medium Apple helps operators create excitement around moderation, particularly important as consumers look to visit pubs earlier in the day and stay later into the evening during summer.

To find out how Inch’s can drive your cider sales, click here.

[1] Nielsen NIQ GB Total on premise MAT 27.12.25

[2] CGA OPMS GB Value Sales MAT % Chg vs LY P1 25.01.2025

[3] BrandTrack October 2024

Kevin Fawell, sales director at Molson Coors Beverage Company, which leads the ‘super premium’ sub-category with Aspall Cyder and has Rekorderlig competing among flavoured ciders, also sees a “huge opportunity” in a UK cider market that’s now worth more than £2bn to the on-trade.

While noting that cider is “increasingly drunk all year round”, “it still has a seasonal bias in the warmer months when average monthly consumption typically jumps 30%,” he reports. Last summer, premium flavoured ciders grew by more than 2% and are now worth nearly £1.2bn, a trend Molson Coors sought to exploit with the launch of Rekorderlig Wild Berries.

“To capture this opportunity, operators need variety. They should offer a selection of styles in different formats, from keg to bag-in-box, and include options like fruit-flavoured and acid-forward ciders, which can rival the most mouthwatering wines.”

Serena Smith, head of category for the on-trade at Heineken UK, which has brands such as Inch’s and Old Mout in its stable, agrees the market is “evolving fast” but “it remains clear that apple cider continues to be the anchor of the on‑trade”. Apple draught is still the most widely available variant, stocked in 65% of pubs.

“Consumer engagement with the category is also strengthening,” she continues. “The average pubgoer now enjoys three cider serves per occasion, up on last year, and premiumisation is a strong driver. As drinkers continue to seek authenticity, premium apple ciders are gaining momentum, supported by innovations such as Inch’s Riversider.

“Meanwhile, flavoured cider continues to surge, driven by an appetite for sweeter, fruit‑forward drinks. Flavoured draught is now stocked in 37% of the on‑trade. Still a relatively young category, it’s becoming a growth engine in its own right, and innovations such as Old Mout’s Flavourwave, a multi-flavour draught system launched in 2025, are helping drive this shift.”

Rob Sandall is on-trade sales director for England and Wales at C&C Group, which revolutionised the category more than 20 years ago when it persuaded drinkers to pour Magners over ice. It has just launched Outc!der, a 4% ABV apple cider aimed at Gen Zs, which joins Orchard Pig in its portfolio.

“The cider market in pubs is evolving rapidly, driven by a surge in premium and craft offerings – but the mainstay cider brands will always have a place at the bar,” he says.

“Most drinkers are aged 34 to 49 but compared with other alcohol categories cider over-indexes among 18 to 34-year-olds, and it is the favourite drink for 19% of Gen Z. Outc!der is designed for those younger drinkers, a fresh take in which the natural essence of apples is added back during production, resulting in an intense bitter-sweet apple flavour.

“Cider is rich in tradition and heritage, and its provenance appeals to consumers who are increasingly mindful of ingredients and process, evident in premium apple cider sales rising by 23%. With so many options, people often look to a brand’s values and whether it’s in line with their own beliefs.”

Sandall also sees a big opportunity for low & no alcohol variants come the summer.

“With warmer weather leading to more frequent socialising, longer sessions and daytime meet-ups, many consumers call for low & no options. Venues need to think about what to stock and considering a mix of traditional apple and fruit-led low & no.

“Operators should also look at the role cider can play with food, often a core part of summer socialising. Ciders such as Orchard Pig, which has fewer bubbles and a balanced bitter-sweet taste, can help venues play into more occasions and increase dwell time.”

About one in eight pints of draught cider is now super premium, he adds, Aspall accounting for almost two thirds of sales.

Sally McKinnon, head of marketing and strategy at Westons Cider, the company behind well-established brands like Stowford Press and Henry Westons Vintage, is more sceptical about innovation.

“Cider doesn’t need reinventing every season – it needs backing properly,” she says. “The market may be evolving but the fundamentals are clearer than ever. Authentic apple cider is not only holding its ground in pubs but growing share. Apple remains the engine room of the category, and draught apple in pubs sells at around twice the rate of flavoured taps.

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Magners - the ultimate icon in refreshment

There’s no denying that lighter nights and warmer temperatures bring with them a clear shift in what consumers want, with refreshing, sessionable options including ciders coming out on top.

A big part of this is down to the chilled, long serve which makes it a popular option on a warm day, something which Magners is still celebrated for with its iconic over ice serve that first revolutionised the category back in early 2000s.

With sales of apple cider accounting for 65% of cider volume¹ and draught accounting for 76% of volume¹, 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. The brand is also well placed to appeal to those looking for a quality drink they know and enjoy without the price tag - an important consideration for today’s cost-conscious consumer.

Magners is available in both draught and packaged and is currently the no.1 fastest growing top 10 packaged cider brand in the On Trade². Also available is Magners 0.0%, ensuring there is a Magners for everyone this summer.

For more details, click here.

1 - CGA OPM 52 w/e 25.01.26

2 - CGA OPM 12 w/e 27.12.25

“As operators plan for spring and summer, the question isn’t whether cider has a place, it’s how to make it work harder. Longer days, outdoor trading and more relaxed dwell time all play to cider’s strengths.

“There is, though, clear movement in the sub-4% ABV space, particularly as moderation becomes more considered,” she adds. “There’s now an emerging opportunity for sweet, sessionable lower-ABV apple ciders.”

Rosie Fryer, senior brand and marketing manager at Kopparberg sees a cider category that is “no longer one-dimensional”.

“Today’s pub drinkers expect choice, from premium serves to fruit-led innovation and lower ABV refreshment,” she says. “Operators who curate their cider range strategically are seeing real gains in dwell time and rate of sale. “When it comes to populating the bar, recognisable and trusted brands remain essential. In a busy pub, leading brands reduce decision friction and drive confident ordering, and that confidence translates directly into rate of sale.

“Kopparberg drinkers are among the most brand-loyal in the category, with 80% specifying the brand when ordering at the bar. Nearly a third of Kopparberg drinkers also say they’re consuming more cider than a year ago, demonstrating fruit cider is actively driving growth.

“Younger drinkers are returning to pubs and bars, and spending their disposable income on memorable occasions. Fruit ciders with new and interesting flavours plays a key role in reaching this audience, evident in the success of Kopparberg Strawberry & Lime as they seek recognisable flavours from brands they trust.

“Apple cider is also growing in popularity with younger drinkers, too, driven by brands with sweeter profiles, such as Kopparberg Crisp Apple.”

Case study: Sandford Orchards

Barny Butterfield started making cider in his shed in 2002. It began as a hobby, but he soon found he had a talent for it.

“Eventually, it was clear that either my hobby or my day job had to go and I made the decision to put all my efforts into becoming a full-time cider-maker,” he says, and as CEO of Sandford Orchards he has led the company from small-batch production for friends to a nationally recognised producer.

Working from Britain’s oldest operating cider mill, in Crediton, Devon, Butterfield combines tradition with innovation, pressing fresh juice from locally sourced cider apples. The Sandford Orchards range includes best-selling Devon Red, non-alcoholic Red Zero, award-winning vintage cider The General and the delicate Martinotti-style Katja.

Sales director Michael Troy has seen a “growing appreciation for ciders with a real connection to our fantastic history of cider-making in the UK”.

Troy said: “Our customers recognise that growing cider apples and producing cider with whole juice has many intrinsic benefits for environmental sustainability, from low food miles to carbon sequestration.

“And we’ve seen more pubs realise the cost/value ratio for our ciders is really attractive, an opportunity to offer high-quality pints at prices that are great for drinkers and for pub margins.”

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OUTC!DER brings something new to the bar this spring

With more young people turning to cider when choosing what to drink, OUTC!DER is giving venues something new in time for spring.

The exciting new cider proposition has arrived in England and Wales following successful launches in Scotland and Northern Ireland, where it is the number one selling cider by rate of sale¹.

Cider is the favourite drinks category for 19% of Gen Z², and OUTC!DER is well positioned to meet growing interest for premium apple variants. The 4% cider is bursting with apple flavour thanks to its production process that sees the natural essence of apples added back in – a process that is similar to IPAs with hops.

As well as appealing to younger cider drinkers thanks to its flavourful apple taste that is slightly sweeter on the palette with the right balance of bitterness, the brand is sure to attract attention on the bar with its bold colourful design created by artist, James Earley.

OUTC!DER is available now from Matthew Clark.

1 - CGA OPM NI, 52 weeks to 30.11.25

2 - YouGov Profiles+Great Britain 52wks to 22nd Feb 2026, Gen Z alcohol drinkers, n=624

Case study: Isaac

Whether or not it was really an apple landing on his head that jogged the concept of gravity out of Isaac Newton’s brain 360 years ago, his name is forever associated with the fruit – a connection celebrated by Isaac Cider.

The Dorset family firm has an interesting history of its own. For half a century, its orchards supplied the apples for Magners before it decided to make its own.

At first, leftover apples were made into a special cider to celebrate the blossoming of the trees in spring then, five years ago, it went commercial, choosing a brand name that invokes family links to the great scientist across 10 generations,

“The first batch of our Anti-Gravity, a medium dry cider, was sold to locals through the orchard shop,” explains Rollo Wood, Isaac’s founder and cider-maker. “Then the local pub asked to stock it and we started selling it as a bag-in-box to other local pubs.

“Last year, we produced our first 50-litre keg of medium-sweet Refraction and now we are selling to pubs and restaurants in Bristol.

“We’re seeing a real uptake in small batch craft cider,” Wood continues. “It’s been a bit like craft beer, and that’s played into our hands. Consumers want ciders with a sense of place, a provenance. They want to know where the apples are from, who makes it. There’s an interest in drier, more structured styles, and people are exploring what’s out there.

“Pubs are more interested, too. They want to know the story and we’ll talk to staff at a new stockist about the Isaac Newton story. It makes people want to try it.”

Now Isaac is working with wholesalers and Dorset’s Palmers Brewery to take the story further afield, and one day there could be a new chapter to add. The firm has acquired a sapling from the apple tree Newton allegedly sat under when he had his brilliant idea, and Rollo Wood can’t wait for it to fruit.

Case study: Wignac

One of the more exotic contenders in the UK cider market is Wignac. Based at the ancestral home of the Wignacourt family in the Ardennes Forest of northern France, the latest generation has revived the region’s cider-making tradition, launching a range of organic ciders in 2016.

Now the brand has now had a “chic” refresh and is targeting food-led venues and cocktail bars at the top end of the market, where co-founder Eliane Astor believes “demand is growing”.

“Consumers continue to search out quality-driven brands that have fascinating stories and a bulletproof provenance,” she says. “Visits to the pub are less frequent and money is tight so they want value and enjoyment from every pound they spend.

“But this doesn’t mean drinkers are looking solely for cheap options. In fact, I think many see trading up to an extra special cider, beer or cocktail as one of those affordable treats. This means they’ll probably be deliberating more at the bar so there’s a fantastic opportunity to educate and excite them with an inventive cider range and serves.

“If venues are serious about cider, they need to sell it like they would beer, wine and spirits, stocking an eclectic range and providing proper space within menus, promotions and signage. Informative staff who can educate and tell the story is also key.

“I’ve increasingly seen venues treat Wignac as a versatile ingredient with its own creative potential,” she continues. “Some mixologists are developing cocktails built around cider including lower-ABV spritzes, long refreshing serves, and complex, culinary-driven drinks that use cider’s natural acidity and fruit notes as a backbone.

“Chefs, too, are incorporating cider into tasting menus, not just as a pairing but as an ingredient in sauces, marinades, desserts or lighter dishes. Suddenly cider becomes part of the storytelling of the meal rather than a stand-alone beverage.

“If I was picking one to watch this summer,” Astor concludes, “I would keep an eye on our Wignac Rosé. Made with 88% organic apple cider and 12% grape juice, its pink hue and tannins attract wine aficionados, going against the grain of sweet, flavoured ciders.”