Worth £2bn to the on-trade, cider continues to play a vital role on the bar, with the category continuing to evolve in line with changing consumer expectations.¹
While traditional apple cider remains a staple, growth is increasingly being driven by premiumisation and flavour innovation, presenting a clear opportunity for operators to drive both value and engagement.
Draught continues to underpin the cider category, delivering both strong volumes and reliable value for operators. Apple cider is stocked in 65% of UK On-Trade venues and available in 95% of those serving draught cider.² Engagement with the category is high, with the average pub-goer now enjoying three cider serves per visit and weekly consumption remaining steady.³
However it is premium and flavour-led variants that are driving incremental value. Consumers are increasingly seeking drinks that feel more distinctive and experience-led when they visit pubs and bars, creating an opportunity for operators to trade customers up while broadening their appeal.
Premiumisation and flavour driving growth
Premium flavoured cider is emerging as a key growth driver within the on-trade. Consumers are willing to spend more on drinks that offer something different, particularly in social environments where discovery and sharing play an important role.
Two-thirds of cider drinkers say that more flavour options make them more likely to choose cider, while half actively enjoy selecting from a range.4 This appetite for variety highlights the importance of offering choice on the bar, not just across formats, but within flavour profiles.
For operators, this presents a clear commercial opportunity. A well-balanced cider range that includes apple, premium apple and premium flavoured variants can help capture a broader range of occasions and audiences, from traditional drinkers through to younger, more experimental consumers.
Draught innovation unlocking opportunity
While packaged cider has historically led flavour innovation, draught is now rapidly catching up. Flavoured draught cider is stocked in more than a third of UK venues, rising to over half of those already serving draught cider – a clear sign that flavour now has a place on the bar as well as in the fridge.
However, one of the biggest challenges operators face is space. With limited lines available, expanding range often means making difficult trade-offs between choice and operational efficiency.
Old Mout Cider’s Flavourwave system has been designed to solve exactly this challenge. By delivering three premium flavoured ciders from a single fount, it enables venues to expand their offer without taking up additional bar or cellar space.
“Flavourwave marked a breakthrough for us at HEINEKEN UK and continues to help operators unlock the potential of Premium Flavoured Cider on draught,” says Max Wainwright, Cider Brand Director at HEINEKEN UK. With proven best-selling variants and a format that addresses both space and consumer demand, it remains a strong solution for venues.”
Featuring popular variants such as Berries & Cherries, Pineapple & Raspberry and Kiwi & Lime, Flavourwave allows operators to tap into demand for flavour while maximising efficiency behind the bar.
In a competitive market – particularly during peak trading periods like summer – this ability to increase choice without added complexity can make a real difference to sales performance.
Win with Old Mout Flavourwave
To support pubs and bars this summer, Old Mout Cider is offering operators the chance to win £250 worth of Old Mout stock.
How to take part:
- Operators can enter here at Old Mout Cider’s eazle page.
- Complete the enquiry form for Old Mout Flavourwave to request installation in your venue. A member of the Old Mout Cider sales team will then be in touch.
- The competition runs from 00:01 on Monday 3rd August 2026, with entries closing on 23:59 on Monday 31st August 2026.
- Once you’ve submitted the form, you’ll automatically be entered into a prize draw for a chance to win £250.
- After the closing date on Monday 31st August 2026, the draw will take place at 12 noon on Monday 14th September 2026. Winners will be contacted by the Old Mout Cider team on Monday 14th September 2026 before 5:30pm.
- Please note: you do not need to be an existing Heineken customer or eazle member to take part.
T&Cs can be viewed here
Delivering commercially and operationally
Beyond range expansion, Flavourwave also delivers practical operational benefits. By consolidating multiple flavours into one draught line, it can help reduce bottled stockholding, streamline deliveries and cut down on recycling – supporting a more efficient and sustainable serve.
At the same time, its eye-catching fount creates theatre on the bar, helping to drive visibility and spark conversation with customers. In an environment where purchase decisions are often made at the point of serve, this added presence can play an important role in encouraging trial and trade-up.
“We’ve been really pleased with the success of the Old Mout Flavourwave fount,” says Tim Skinner, Publican, The Devonshire Arms.
“It’s a genuinely exciting category for us, particularly with Gen Z and younger consumers looking for flavour-led, more experiential drinking occasions; especially through the summer months.
“Operationally it’s been a smart move too; the multi-flavour draught format takes up less cellar space, reduces the volume of bottled deliveries and recycling, and supports a more sustainable way of serving the category.
“Commercially the GP is stronger, but just as importantly it gives us a real point of difference on the bar and creates theatre and conversation with guests. It feels like a modern cider serve designed for where the market is heading.”
Building a cider range for today’s pub
Apple cider remains the cornerstone of any range but relying on it alone risks missing out on growth potential. Today’s most successful cider offers strike a balance between familiar favourites and more contemporary, flavour-led options.
Flavourwave allows operators to achieve this balance more easily, providing a simple way to introduce premium flavoured draught cider while maintaining space for core apple lines. By combining efficiency, visibility and variety in one solution, it helps venues modernise their offer without adding complexity.
As pubs continue to evolve towards more experience-led occasions, drinks that deliver flavour, refreshment and a sense of discovery are becoming increasingly important. Premium flavoured cider on draught is well placed to meet this demand – and innovations such as Flavourwave are helping operators unlock its full potential.
To enquire about Flavourwave and be in with the chance to win £250 worth of Old Mout Cider enter the Flavourwave competition here.
References
1. HEINEKEN Cider Report 2026
2. Nielsen NIQ GB Total on premise MAT 27.12.25
3. Worldpanel by Numerator | Alcovision | On Trade | 12m/e 30 September 2025
4. KAM Heineken Summer Cider, May 2023
