Why Cider Still Matters: What You Need to Know in 2026

Cider has become one of the most resilient and versatile categories behind the bar. While other drinks have struggled to regain pre-pandemic momentum, cider UK continues to stand out, from classic apple cider on draught to popular fruit cider and flavoured cider brands.

While many alcohol categories like beer, wine, and spirits have lost share since COVID, cider has stayed strong. Over the past decade, cider's share of total on-trade alcohol serves has grown steadily, dipping only slightly in the last 12 months.

This long-term upward trend shows that cider remains a high value, high potential category for pubs and bars. It may not be the largest drinks category, but it is one of the most adaptable. It spans traditional apple cider, modern fruity cider styles, and a growing premium segment including some of the best ciders UK has to offer.

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A Category with Opportunity, but Also Clear Challenges

Pubs and bars still feel the impact of falling alcohol sales volumes, which most operators have experienced. Cider now also faces strong competition from fast growing rivals like RTDs, popular with younger drinkers who want sweeter, more modern cider flavours and fruit-led cider drink options.

This means drinkers are not leaving cider, but they are becoming more selective.

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Consumer Tastes Are Changing Fast

As pub goers become more diverse, their expectations are changing too. Many customers still enjoy trusted favourites like Strongbow cider and Stowford Press. But younger consumers are increasingly choosing:

This shift has driven strong results for mainstream cider brands like Inch's Cider, offering the crisp, fruity refreshment these drinkers want. At the same time, demand for mixed fruit cider, berry cider, and other flavoured cider options keeps growing, most common at social, group drinking occasions.

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Premium and Flavoured Ciders Are on the Rise

It's not only mainstream cider seeing momentum. The premium tier has grown significantly, with more demand for popular cider brands UK wide like Aspall and flavoured premium ciders like Old Mout cider. These products attract consumers looking for a more elevated serve, distinct cider flavours or a treat yourself moment.

Consumers now expect a wide range of cider flavours, from apple to tropical cider, berry cider, and mixed fruit cider. Today's cider drinker is far more varied than they were five years ago, and they are looking for choice across popular cider brands UK.

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Conclusion: Cider Still Delivers if the Range Is Right

Cider remains a £2bn opportunity and continues to outperform many other alcohol categories in today's challenging market. But the category is changing fast. Operators who adapt their range to suit today's more diverse cider drinker, from cider on tap to bottled cider and premium cider brands UK wide, will be best placed to grow sales.

The message is simple:

All statistics sourced from the Heineken Cider Report 2026, published March 2026, unless otherwise stated.