Date: 10th March 2026
Cider is worth £2bn a year to the on-trade, and even with challenges across the wider drinks market, it continues to perform. 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 styles, and a growing premium segment. For operators looking to strengthen their range, cider continues to offer strong commercial opportunity.
A Category with Opportunity, but Also Clear Challenges
Despite solid value growth, total cider volumes fell by 3% last year. Several factors sit behind this shift.
Firstly, pubs and bars still feel the impact of falling alcohol sales volumes, which most operators have experienced. Secondly, cider now faces strong competition from fast growing rivals like RTDs. These are popular with younger drinkers who want sweeter, more modern flavours.
This means drinkers are not leaving cider, but they are becoming more selective.
Consumer Tastes Are Changing Fast
As pub goers become more diverse, their expectations are changing too. Many customers still enjoy trusted favourites like Strongbow and Stowford Press. But younger consumers are increasingly choosing:
- 🍏 Fresher flavour profiles
- 🍏 Sweeter fruit-led styles
- 🍏 Modern, sessionable options
This shift has driven strong results for mainstream brands like Inch’s Cider. It offers the crisp, fruity refreshment these drinkers want. At the same time, demand for mixed fruit cider, berry cider, and other flavoured options keeps growing. This is most common at social, group drinking occasions.
Premium and Flavoured Ciders Are on the Rise
It’s not only mainstream cider seeing momentum. The premium tier has grown a lot, with more demand for brands like Aspall and flavoured premium ciders like Old Mout. These products attract consumers looking for a more elevated serve, distinct flavour profiles or a treat yourself moment.
Consumers now expect many cider flavours, from apple to tropical, berry, and mixed fruit. This shows how broad the category has become. Today’s cider drinker is far more varied than they were five years ago, and they are looking for choice.
For operators, that means the days of a one cider fits all approach ended long ago.
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 will be best placed to grow sales.
The message is simple:
Stock the classics, embrace flavour, and premiumise where it makes sense. Ensure your cider range reflects the customers walking through your door today.
For a deeper look at these shifts, including trends and category performance, explore the HEINEKEN UK 2026 Cider Report.
All statistics sourced from the Heineken Cider Report 2026, published March 2026, unless otherwise stated.