People sharing pints of cider at an outdoor pub table

17th March 2026

Maximise People, Visits, and Spend: Unlocking Cider's Potential

Cider isn't just a drink, it's an opportunity. Popular cider brands UK wide are driving footfall into pubs, from classic apple cider on draught to premium fruit cider. Getting the cider range and on-trade experience right makes all the difference.

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, including draught apple cider, flavoured cider and premium fruit cider, has the potential to do so much for operators.

But capitalising on this opportunity is not just about converting non-cider drinkers. The real potential lies in enhancing the cider category and the consumer experience around popular cider brands UK wide.

93%

of on-trade outlets in the UK already stock cider, the real opportunity lies in enhancing the experience.

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:

At HEINEKEN UK, we call it the Three Mores

👥

More People

Attract more people to your venue

🔁

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 apple cider and sweet fruit cider options across popular cider brands UK.

Fresh apples being washed and sorted on a cider production line.

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 bottled cider, 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 cider range. Space is limited, most venues can only accommodate one cider tap and sometimes a second for flavoured or premium cider brands.

89%

of on-trade outlets operate just one to two cider taps, making every tap choice count.

This makes the back-bar fridge an essential driver of incremental sales, enabling a broader mix of fruit cider, flavoured cider, and premium cider brands. Customers typically notice the fridge only after ordering, and their eyes naturally go to the top shelf. Stocking this space with a range of popular cider brands UK wide encourages customers to SPEND MORE.

Apple Cider on the Bar

Apple cider can be divided into three categories: Classic, Mainstream, and Premium. Most outlets utilise just one to two cider taps, so consumer preference suggests stocking apple cider first on draught, followed by a fruit cider tap if demand allows.

This also applies to well-known popular cider brands UK wide such as Old Mout cider, Strongbow cider, and Orchard Thieves cider, which remain highly recognisable and sought after in the on-trade.

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:

1. Maximise Efficiency

Once your number of cider brands is set, focus on operational efficiency. Allocate cider taps to support throughput and ease of service without compromising quality.

2. Get the Range Right

Draught apple cider should always be your first cider on the bar. Introduce a draught flavoured cider only when demand and throughput justify a second cider tap.

3. Stretch the Pricing Ladder

Maximise value by creating clear price differentials across your cider range. A structured pricing ladder encourages consumers to SPEND MORE while maintaining perceived value across cider brands UK.

4. 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, berry cider, and other popular fruit cider brands to broaden appeal and offer a full range of cider drink options.

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 cider UK opportunity.

From draught apple cider pours to premium fruit ciders and popular cider brands UK wide, the on-trade cider category is booming, and with the right cider range strategy, your venue can tap into that growth too.

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.