Maximise People, Visits, and Spend:
Unlocking Cider’s Potential
Cider isn’t just a drink it’s an opportunity. Popular in pubs across the UK it can attract new customers, keep them coming back, and boost spend. From draught to premium fruit cider, getting the range and experience right makes all the difference.
Date: 17th March 2026
The Three Mores: Maximising Cider Opportunities
Cider is one of the fastest-growing drinks categories in the UK on-trade and offers pubs and bars a real opportunity to grow. From attracting new customers to boosting spend per visit, UK cider has the potential to do so much for operators.
But capitalising on this opportunity is not just about converting non-cider drinkers. Cider is already present in 93% of on-trade outlets in the UK. The real potential lies in enhancing the category and the consumer experience around it.
Consumer insights show that nearly half of consumers now demand more from their on-trade experience and are willing to pay for it. Rather than simply expecting a cold pint served in the correct branded glass, today’s customers want social experiences with friends and a treat for the occasion.
At HEINEKEN UK, we have developed a mantra to help licensees and bar managers drive true incremental growth. We sum this up as the Three Mores:
- MORE PEOPLE – Attract more people
- MORE OFTEN – Encourage more frequent returns
- SPENDING MORE – Drive more spend per visit
The key is to maximise the occasions consumers are already having: bringing more people into venues, encouraging them to return more often, and increasing spend during each visit.
For cider, one fact is clear: it is a category pub-goers want. Do it well, and it can drive significant growth and return for your business. High-quality, fresh-pressed apple cider with crisp apple and full-bodied flavours appeals to customers looking for both classic and sweet cider options.
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Cider Placement and Visibility
Draught vs Packaged
While bottled cider has long been the traditional heartland, more than half of consumers actually prefer apple cider on draught. Draught cider delivers a higher rate of sale compared to packaged, driving MORE PEOPLE into your outlet.
Visibility at the bar is critical. Cider on tap is often the first thing customers see and a powerful way to introduce them to your range. Space is limited. Most venues can only accommodate one tap and sometimes a second for flavoured or premium cider. In fact, 89% of on-trade outlets operate just one to two cider taps.
This makes the back-bar fridge an essential driver of incremental sales, enabling a broader mix of fruit cider, flavoured cider, and premium options. Visibility matters. Customers typically notice the fridge only after ordering, and their eyes naturally go to the top shelf. Stocking this space with a range of cider brands encourages customers to SPEND MORE, especially in a category where consumers actively choose between options rather than defaulting to a standard bar call.
Apple Cider on the Bar
Apple cider can be divided into three categories: Classic, Mainstream, and Premium. Stocking the right apple cider will appeal to your outlet’s target demographic, but knowing which works best is key. Most outlets utilise just one to two cider taps, so consumer preference suggests stocking Apple first on draught, followed by a Fruit Cider tap if demand allows.
This also applies to popular cider brands such as Old Mout cider, Strongbow cider, and Orchard Thieves cider UK, which remain highly recognisable and sought after in the on-trade.
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Making More of Cider
Principles of Cider Ranging
There are four key principles to consider when building a cider range that drives both visibility and profitability:
Maximise Efficiency
Once your number of brands is set, focus on operational efficiency. Allocate taps to support throughput and ease of service without compromising quality by spreading volume too thinly across too many lines.
Get the Range Right
Draught Apple should always be your first cider on the bar. Introduce a draught flavoured cider only when demand and throughput justify a second line, broadening consumer choice and unlocking incremental sales.
Stretch the Pricing Ladder
Maximise value by creating clear price differentials across your range. Align cider pricing with the wider draught offering, creating trade-up opportunities and reinforcing premium cues. A structured pricing ladder encourages consumers to SPEND MORE while maintaining perceived value.
Don’t Forget the Fridge
Premium flavoured cider is a must-stock in your back-bar fridge. Where space allows, include No and Low apple cider, kiwi and lime cider, and other popular fruit cider brands to broaden appeal and offer consumers a choice of formats.
Most outlets utilise just one to two cider taps. Consumer preference suggests stocking Apple first on draught, followed by a Fruit Cider tap if demand allows.
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Conclusion: Cider is a category that pub-goers want and it has the power to drive real growth for your business.
By focusing on the Three Mores – attracting more people, encouraging more frequent visits, and increasing spend per visit – operators can make the most of every opportunity.
From draught pours to premium fruit ciders, the on-trade cider category is booming, and with the right strategy, your venue can tap into that growth too.
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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.