From premiumisation and flavour innovation to changing consumer habits and rising costs, here are five key things operators need to know to make cider shine.
Join our new WhatsApp channel: The Morning Round-Up
Get the biggest pub trade stories straight to your phone. Listen to our one-minute daily news briefing and receive breaking news, exclusives and sector updates throughout the day. Remember to turn notifications on in the top right corner!Join the channel here.
1. Cider remains £2bn opportunity
Despite continued economic pressures, cider remains one of the most important drinks categories in the on-trade.
According to Heineken UK’s latest Cider Report, the category is now worth £2bn to pubs and bars, with sales increasing 3.5% year-on-year.
Cider accounted for 9.1% of total wet sales by volume and was stocked in 93% of outlets in 2025, according to the report, highlighting its continued relevance.
More recently, figures from Oxford Partnership showed cider volumes outperformed all other drinks categories last weekend (Friday 29 to Sunday 31 May 2026), increasing by 20.9% year-on-year thanks to warmer weather and a packed schedule of sporting events.
The figures suggest while consumer spending habits may be changing, demand for cider remains resilient, particularly in pubs and bars investing in the category.
2. Premium products driving growth
While overall cider volumes have fallen, premium products have continued to outperform the wider market, according to industry leaders and data.
Asahi UK marketing director Rob Hobart previously told The MA total cider volumes may be in decline, but demand for premium cider has grown, with sales up 3.3% year-on-year.
He added there was “growing appetite for a wider variety of flavour profiles, particularly within the premium fruit cider segment”, highlighting how consumers are increasingly looking for more distinctive serves and are willing to spend more when they find them.
For operators, it means premium apple ciders and premium fruit variants, particularly when it comes to low & no, continue to offer opportunities to drive value, even when overall consumption is under pressure.
3. Younger drinkers increasingly choosing cider
One of the most significant opportunities consistently highlighted by suppliers is cider’s appeal among younger drinkers.
Thatchers head of on-trade James Palmer noted there had been a “renewed sense of energy” among Gen Z, with younger consumers drinking more cider than lager, proving a significant driver of footfall in pubs.
He added: “A strong cider range isn’t just a nice addition to the bar, it’s part of what pulls people through the door.”
Suppliers advised operators looking to attract younger consumers to ensure their cider range reflects changing tastes, particularly around premium and flavour-led products.
4. One cider line no longer enough
As consumer habits and producer portfolios continue to evolve, suppliers jave encouraged operators to review the products and formats on offer at their pub.
Recent innovations within the category include Rekorderlig’s Pineapple & Kiwi launch, while Old Mout has continued to roll out its Flavourwave dispense system, allowing venues to offer multiple flavour options from a single tap.
For operators with limited bar space, the challenge is finding the right balance between established favourites and newer products that can bring incremental sales.
Molson Coors Beverage Company (MCBC) sales director Kevin Fawell urged pubs to “offer a selection of styles in different formats, from keg to bag-in-box, and include options like fruit-flavoured and acid-forward ciders”.
5. The power of apple cider
While fruit cider and flavour innovation continue to gain traction in the on-trade, traditional apple cider remains the foundation of the category.
Westons marketing and strategy chief Sally McKinnon previously described apple cider as the “engine room” of the segment.
“Authentic apple cider is not only holding its ground in pubs but growing share,” she continued.
That is particularly important at a time when rising costs are affecting both operators and consumers.
Westons’ 2026 Cider Report found the average price of a draught cider pint increased by 32p year-on-year to £4.79, while volumes fell despite value growth across the category.
As Westons head of supply chain and insight Tim Williams noted: “Cider is costing more and there is less volume being bought.”
The bottom line
This World Cider Day, the picture for pub operators is one of cautious optimism.
Cider continues to generate significant value for the on-trade, premium products are driving growth and younger consumers are engaging with cider in increasing numbers.
However, success will depend on ranging the category effectively.
Operators who balance trusted apple cider brands with premium and flavour-led innovation are best placed to capitalise on one of the on-trade’s most resilient drinks categories.
