As winter's grip finally loosens and the UK eagerly anticipates the arrival of spring, the nation's enduring love affair with beer, lager, and cider is set to flourish once again. Despite economic pressures and rising costs, these traditional favourites remain firmly entrenched as Britain's alcoholic beverages of choice, accounting for an impressive 65 per cent of total alcohol consumed nationwide.
The UK alcoholic beer market is projected to generate £8.8 billion in off-trade revenue in 2025, with steady growth anticipated at 0.62 per cent annually through 2029, according to Statista figures. With the average Briton expected to consume nearly 32 litres of beer at home this year, the opportunity for convenience retailers remains substantial – particularly as consumers continue their migration from on-trade to off-trade purchasing in search of better value.
However, the landscape is evolving rapidly, with several key trends and challenges reshaping the category. The "less but better" phenomenon continues to gain momentum as health-conscious consumers seek premium experiences over quantity. Last year's lighter summer and session brews made significant market inroads, while interest in premium continental lagers grows alongside innovative cider variations, including crispy apple styles and the welcome resurgence of perry.
For convenience retailers, staying abreast of these shifts is crucial, but equally important is navigating the regulatory and cost challenges now impacting the sector. February saw the implementation of the chancellor's 3.65 per cent RPI inflation-linked duty increase, adding approximately 2p to a 500ml bottle of 4 per cent ABV non-draught beer and 1p to a similar cider product. Meanwhile, the looming Extended Producer Responsibility (EPR) packaging levy threatens to introduce even more significant price hikes, particularly for glass-packaged products.
Looming Extended Producer Responsibility packaging levy threatens to introduce even more significant price hikes, particularly for glass-packaged products
The EPR scheme, which shifts recycling costs from councils to producers, could add as much as 5p per glass bottle for brewers – potentially transforming packaging strategies across the industry. British Beer & Pub Association chief executive Emma McClarkin has warned that some producers may be forced to “leave the glass bottle market” entirely.
“Given the incredibly narrow margins UK brewers operate to, as they make an average of 2p per bottle of beer, this means they will be forced to pass on extra painful costs to the consumer if they want to carry on making their product," McClarkin added.
Against this backdrop of change, traditional cider faces its own existential challenge. With nine out of ten traditional orchards lost since World War II due to neglect, development, and agricultural shifts, cider makers are urgently calling for protection of the ‘native wine of England’.
“The writing is on the wall unless something is done. You only have to drive along the roads around here to see the decline,” David Nash, founder of Redvers Cider & Perry, which makes the drink in Herefordshire, recently said. “You see them being felled or dying off because no one’s replacing them. There’s no commercial value.”
The growth of ‘fine cider’ – premium products made with 100 per cent apple juice and commanding prices up to £38 per bottle – offers a potential pathway to sustainability for traditional producers. However, industry figures acknowledge that without proactive industry reform or government intervention, the future remains uncertain.
For convenience retailers looking to maximise category performance in this dynamic environment, the key lies in strategic ranging, competitive pricing, and an understanding of the evolving consumer preference for premium, lighter, and more distinctive offerings – all while preparing for the potential impact of regulatory and cost pressures on their supplier base.
Shifting consumption
The UK beer category remains a cornerstone of convenience retail, worth a substantial £5.27bn across the total market [NIQ]. Within Grocery, the beer category is worth £3.96bn and in Impulse, including convenience and independent stores, this figure stands at £1.3bn.
The convenience channel is showing signs of strength in beer sales, with the market experiencing steady growth at 1.7 per cent in the Total Convenience Beer and Lager category compared to just 0.2 per cent for Major Multiples, according to North Star Polaris data.
James Wright, Chief Executive at Wrexham Lager Beer Co, attributes this to changing consumer behaviours and ongoing financial pressures.
“As major grocers have dominated the market in the past with bigger bulk-buy deals, consumer habits are changing with people preferring to shop little and often because of the cost-of-living crisis,” he explains.
“Culture is also changing the narrative, as people are opting to stay home more on weekends instead of going out, leading to increased impulse buys and creating more opportunity to be purchased from local convenience stores.”
Challenger brands have added a huge £15.8m to the beer category, creating opportunities for premium and heritage brands like Wrexham Lager
This represents a significant opportunity for convenience retailers to capitalise on the growing share of beer sales moving through their channel, particularly if they can differentiate their offering from the multiples.
Wright also points to significant market shifts, noting that the top six lager brands in the UK have collectively declined by £62 million, whilst challenger brands have added a huge £15.8m to the category [North Star Polaris].
This creates opportunities for premium and heritage brands like Wrexham Lager, particularly as consumers – especially younger demographics – seek authentic brand stories.
“With Gen Z having a huge influence on today's purchasing habits, there is even more interest in heritage and an impactful backstory as consumers look to connect with brands more deeply on an emotional level,” Wright explains.
Quality cues are becoming increasingly important differentiators in the premium lager segment. “This is where the big brewers potentially fall down with their sped-up conditioning rather than letting the product naturally mature for a premium taste,” Wright observes, suggesting that retailers should “look into the production processes of the brands they stock if customers are buying on quality and taste.”
He urges retailers to increase the number of premium brands, as against budget brands, to capitalise on the trend to quality.
“Brand design and stand out on shelf – what’s going to capture the eye and does the packaging offer enough of an easy to grasp brand story that will increase consideration to purchase,” he says.
Premium growth, innovation
While the overall category value has stabilised year-on-year, volumes are declining by 2.1 per cent. Against this backdrop, Heineken UK has bucked the trend, growing its market share within Grocery by 0.6 percentage points to reach 17.6 per cent by the end of 2024. The company delivered an impressive £39m worth of growth to the beer category last year, representing 5 per cent value growth and 3.8 per cent volume growth – making it the largest contributor to category growth among all brewers.
“When looking specifically at our beer brands our growth is led by Birra Moretti, Heineken and Cruzcampo. Pleasingly, this is through a mix of both core growth on our brands as well as innovation sales,” Alexander Wilson, Category & Commercial Strategy Director at Heineken UK, explains.
New product development has been a key driver of this success. Heineken UK launched three of the best-performing new product innovations in 2024, collectively accounting for 46 per cent of all beer NPD value. These included Birra Moretti Sale di Mare (worth £11.3m), Foster's Proper Shandy (worth £7.2m) and Cruzcampo (worth £50m).
Birra Moretti grew in value by 2.1 per cent last year
Wilson underscores beer's strategic importance to overall grocery sales: “Beers, Wines & Spirits is the biggest contributor to retailers' total sales, and beer commands the greatest volume sales within the category. This is particularly important considering that volume sales in beer are critical for retailers in helping to increase footfall and penetration at key moments in the year.”
The Heineken UK portfolio shows varying performance across its key brands. Both Heineken Original and Heineken 0.0 – the biggest non-alcohol lager in 2024 – remain in growth, demonstrating the appetite for premium lager alongside alcohol-free options from bestselling brands.
Birra Moretti, the world premium lager particularly suited to trading up occasions during summer and the festive period, grew in value by 2.1 per cent last year. This growth was boosted by the February 2024 launch of Birra Moretti Sale di Mare, which now commands a 0.3 per cent share of the beer category and targets drinkers seeking more flavourful and interesting taste profiles.
Cruzcampo has enjoyed a highly successful launch, generating £88m in retail sales across the market and claiming a 1.8 per cent share of beer sales in the Impulse channel. Wilson notes that the brand “taps into shoppers' growing demand for more premium continental lagers that still offer value for money.”
While Foster's maintains a 4.6 per cent market share in the lager category, the newly launched Foster's Proper Shandy claimed a 0.2 per cent market share despite only launching in February 2024.
World beer, nostalgia
Wilson identifies several key trends that convenience retailers should be aware of to maximise opportunities in the beer category.
“As tastes change and evolve, we have noticed more customers, across all demographics, are keen to explore new styles of beer, including a growing interest in world lagers,” he says, citing Birra Moretti's new Sale di Mare variant and Cruzcampo as examples.
He adds: “Its launch marks the first innovation within classic lager for decades, reigniting the category and encouraging exploration from consumers.”
John Price, Head of Marketing at Kingfisher Drinks, says premiumisation remains a dominant trend in the beer category despite ongoing economic pressures as consumers are increasingly seeking out authentic, high-quality options from around the world.
“The beer landscape has been on a continual journey of premiumisation for a while now, where we've seen consumers increasingly willing to spend more to treat themselves to better quality and authentic beer options, which in turn drives increased value in-store,” explains Price.
“Even the challenging financial times we've been in and are still going through, don't seem to have dissuaded consumers that this is the path they want to go on, as many still treat premium alcohol as an affordable luxury which they feel is worth paying for.”
There's considerable current interest in Japanese beers like Sapporo
This shift towards premium options has been accompanied by growing consumer interest in world beers, with shoppers looking beyond traditional favourites. While Mediterranean options remain popular, Price suggests retailers should expand their horizons.
“We also know consumers can often get tired of seeing the same lager brands, so are enjoying discovering premium world lagers from all sorts of different places,” he notes.
“Whilst there'll always be demand for Mediterranean beers which of course remain popular, I'd encourage retailers and wholesalers to think beyond that and look further afield. There's certainly considerable current interest in Japanese beers like Sapporo, but I'd also like to mention Indian beers like our very own Kingfisher, which has a crisp and easy-drinking taste that consumers love.”
The cost-of-living crisis appears to be driving another key opportunity for convenience retailers: increased at-home consumption. Price points out that financial constraints may lead to fewer pub visits and more drinking occasions at home, creating a prime opportunity for retailers to capitalise on.
Heineken UK is watching other emerging trends for 2025, including the growth of fruit beers over the past year and the continued expansion of the Stout segment.
Cruzcampo has enjoyed a highly successful launch, generating £88m in retail sales
Wilson believes key trends – including moderation, world beers, and premium offerings – will continue into 2025 and beyond. He observes ongoing competition among retailers on heavily advertised brands, alongside consumer demand for innovation and excitement.
"People enjoy discovering drinks with depth and 2025 will bring huge opportunity for retailers to boost spend by providing shoppers with the opportunity to discover new tastes," he notes.
He suggests retailers create dedicated store environments that encourage exploration, such as chilled beer caves or sampling stations.
“By stocking more premium options and sharing formats, retailers can make their beer range an in-store destination for shoppers who are looking to celebrate in 2025,” he says.
The rise of moderation
Perhaps the most significant trend shaping the category is the growing focus on moderation.
Following the duty changes implemented in August 2023, and aligned with ongoing consumer demand for moderation, sales are growing for beers with an ABV of 3.4 per cent or less. This is happening as brewers adjust the ABV of core products and invest in new innovations like Foster's Proper Shandy (ABV three per cent).
“We believe that this trend for moderation is here to stay, and brands who focus on this area in 2025 will be well-placed to help retailers cater to those consumers who are looking to moderate,” Wilson predicts, encouraging retailers to create excitement around moderation, wellness, and low and no options by stocking new, lower-ABV alternatives to premium favourites such as Birra Moretti Zero, Heineken 0.0 and Old Mout Alcohol Free.
Caitlin Brown, Off-Trade Category Development Executive, BrewDog PLC, highlights that “43 per cent are reducing the alcohol content of the drinks they consume, and this does not show signs of slowing.”
This shift is particularly pronounced among younger consumers, with “almost 40 per cent of 18-25s not drinking alcohol at all vs 22 per cent in 2019.”
This has driven substantial growth in alcohol-free beer, with alcohol-free sales over the latest 52 weeks showing a growth of 28 per cent value and 21 per cent volume, now worth 3.2 per cent of total beer [Circana].
BrewDog continues to evolve and improve its AF range
The trend is even more pronounced in convenience, with Brown noting that “this subsegment of beer is currently outperforming total beer in impulse.”
“Well-known, established brands such as BrewDog, which holds two of the top 10 sellers within alcohol-free beer and continues to evolve and improve its AF range, as well as product quality, will be key to this success,” she adds.
Kingfisher has responded to this trend with Kingfisher Zero, which Price says, “embodies the quality and flavour of Kingfisher Premium, but without alcohol and, most importantly, without compromising on taste.”
Recent research from the Portman Group in partnership with YouGov revealed that nearly half (44 per cent) of 18-24-year-olds surveyed consider themselves either occasional or regular drinkers of alcohol alternatives, up from 31 per cent in 2022.
“No and low alcohol beers are continuing to grow in popularity so retailers should grasp this opportunity,” Price advises. “It's also worth pointing out that those 18-24-year-old consumers who are purchasing more no and low now, are more likely to convert to lifelong fans of the brand they choose.”
BrewDog has responded to the moderation trend with several new products designed to meet the demand for lower-ABV options.
“With more shoppers looking to moderate their alcohol-consumption sessionable products has been a huge focus for BrewDog over the last 12 months,” says Brown, highlighting the launch of Wingman (ABV 4.3 per cent) and Cold Beer (ABV 3.4 per cent).
Wingman has been particularly successful, being “the fastest growing craft beer brand,” according to Brown, and helping to recruit new consumers into the craft beer category – “61 per cent of shoppers going on to by craft beer for the first time, following the first purchase of Wingman.”
Cold Beer, meanwhile, has delivered over £1.4m sales since launch after its nationwide rollout in September.
Cold Beer, ABV 3.4 per cent, has delivered over £1.4m sales since launch after its nationwide rollout in September.
Brown emphasises the importance of not compromising on taste when producing lower-ABV products: “Often by reducing the alcohol content, this means taste is compromised, but we believe in providing value for money. It is therefore the responsibility of suppliers to offer customers and consumers great quality products.”
SHS Drinks has in December announced the acquisition of Shandy Shack, a pioneering brand in the mid-strength ABV beer space.
SHS Drinks said the new partnership will step-change Shandy Shack’s already strong current growth, helping it to better reach the 40 per cent of adults seeking to moderate their alcohol consumption with balanced, enjoyable options.
Prior to the acquisition, SHS Drinks and Shandy Shack collaborated to create the popular Raspberry Lager using bottlegreen’s Raspberry Cordial. The product launched in June last year and featured integrated bottlegreen branding on Shandy Shack’s packaging, along with joint promotional efforts across social media.
“The mid-strength ABV market is seeing rapid growth as consumers seek options for low-tempo, relaxed socializing,” Andy Morris-Jinks, managing director of SHS Drinks, said.
“Shandy Shack’s innovative and award-winning product range aligns perfectly with our vision for broadening our consumer base and tapping into emerging market trends."
Looking ahead, Brown anticipates further evolution in the alcohol-free segment, predicting “the introduction of more specific beer styles – including stout and craft, as well as just lager.” She also suggests that “as shoppers become ever more focused on health and wellbeing ... we could start to see the role of functional AF products, with added benefits.”
Craft beer brands
Craft beer continues to be a strong performer within convenience, with IPA remaining the dominant style.
“From a craft beer perspective IPA is the most popular and best-performing style of beer all year round in Convenience, worth 65 per cent of the craft beer market,” says Brown, of BrewDog.
BrewDog itself commands a substantial 50 per cent of the craft beer category, with its flagship Punk IPA serving as a crucial entry point for many consumers.
“The heartland of craft is Punk IPA, which acts as a signpost for the category, so something that shoppers will look for when browsing the chiller,” says Brown. With Punk turning 18 in 2025, the brand will be celebrating this milestone with high-profile activity, making it an essential stock item for convenience retailers.
BrewDog's top two products are Punk IPA and Hazy Jane New England IPA four-can multipacks
For stores looking to develop their craft beer range, Brown recommends starting with BrewDog's top two products: “Punk IPA and Hazy Jane New England IPA four-can multipacks, which also continues to see a lot of love from shoppers. Punk IPA and Hazy Jane alone are worth 37 per cent of the category in Impulse.”
Multipack formats play a crucial role in category recruitment, with Brown noting that “42 per cent of first-time purchases come from multi-packs, with larger mixed formats significantly over indexing with first time buyers.”
The BrewDog 330ml 8 can Mixed Packs are highlighted as particularly effective for driving trial, with encouraging repeat purchase rates – “42 per cent of craft beer shoppers repeat their category purchase, following their first trial.”
Popular formats
Heineken UK’s Wilson emphasises the importance of offering a variety of pack sizes to meet different consumer needs. “The beauty of the beer category is the range of pack sizes on offer – from single bottles to small multi-packs, mid-size multi-packs and then large packs of up to 18 beers in one pack. This offers value and convenience at different price points for shoppers.”
All pack formats experience significant sales increases during peak seasons, including summer sporting events, festivals, and the Christmas/New Year period. Wilson recommends that stores stock a variety of single bottles and multipacks to cater for all occasions.
“In beer, we are seeing growth in smaller and medium pack sizes, especially of cans, being driven by people making smaller, but more frequent, visits to stores,” he notes. This trend is particularly relevant for stores in urban locations where consumers may be walking rather than driving.
In terms of ranging, Wrexham lager’s Wright notes that “growth in lager is coming from the premium brands, where the majority of volume sits in single bottles (330ml) and four-packs of 330ml bottles or 440ml cans,” with four-packs accounting for 55 per cent of sales.
Price-point remains critical, with Wright advising that “£5-£6 per four-pack for a premium lager will return a better rate of sale, than anything over £6. People are still buying with their pocket, not just their taste buds.”
To maximise sales potential, Price, of Kingfisher Drinks, emphasises the importance of a well-rounded offering: “When it comes to lager, beer and cider I think its important retailers stock a variety of standard and premium brands in a range of formats to ensure they don't miss out on any potential sales opportunities.”
He recommends a balanced mix of chilled products in various formats, from single serves to larger packs that appeal to the 'big night in' occasion. Equally important is stocking options at different price points, from standard lagers through to super-premium offerings like Japanese beer Sapporo, which Price describes as “the product of precision craftsmanship, taking the very best traditional approaches and adding an innovative twist.”
The company has also recently expanded its portfolio with Kingfisher Ultra, a super-premium five per cent ABV beer now available to UK retailers. “Ultra really hits the spot with its light crisp taste and smooth finish and is the perfect addition to our growing Kingfisher portfolio,” Price says.
“A year ago, we introduced Kingfisher Zero into the no and low category, so along with the original Kingfisher Premium, Kingfisher Ultra will complete our offer which now suits a wide range of consumer tastes.”
Tapping into cider
Cider continues to carve out an increasingly valuable position for convenience retailers. With the category worth an impressive £1.2bn nationally – £819m in grocery and £372m in convenience [NielsenIQ] – retailers have substantial opportunities to capitalise on this thriving segment in 2025.
The cider market is showing remarkable resilience and growth, particularly within the convenience channel. According to Darryl Hinksman, Head of Business Development at Westons, “Beer and cider's pivotal role in the UK convenience channel cannot be overstated, with half of all cider sales taking place in these stores. In fact, the cider category alone is now worth an impressive £575m in convenience [Circana], up 2.1 per cent over the last year, outperforming the total cider market growth of 0.1 per cent.”
This growth trajectory reflects the changing consumer landscape, with cider increasingly being viewed as a more natural and healthier alternative to traditional alcoholic beverages. Heineken UK’s Wilson notes that the company owns a 27.8 per cent share of the total cider category, positioning it as a significant player in the market.
The cider market is showing remarkable resilience and growth, particularly within the convenience channel
Natalie Marshall, trade marketing manager at Aston Manor Cider, suggests that growth has been fuelled by “increased availability of cider in bars, restaurants and retail stores,” making it “easier for consumers to access and purchase these products.”
As we move into the warmer months of 2025, the market is expected to benefit from packaging innovations, particularly single cans and single-serve bottles, driving further convenience for consumers.
Premiumisation, ‘less but better’
The crafted cider category has experienced remarkable growth, with Hinksman reporting a “14.6 per cent YOY increase and now valued at £116m in convenience thanks to the 'drink less but better' trend.”
This represents a significant opportunity for retailers, particularly as Hinksman highlights that “while nearly 100 per cent of multiple retailers stock crafted cider, its presence in the convenience sector remains limited, leading to a staggering £11.5m in missed sales for independents.”
Wilson from Heineken UK reinforces this trend, noting that “apple cider is growing ahead of flavoured cider, with premium options also doing exceptionally well, even in times of economic hardship, when people don't have as much disposable income to hand. This should signal to retailers that despite customers cutting corners in other categories, cider is potentially where they are willing to trade up.”
The rise of premium offerings doesn't necessarily mean consumers are looking for the most expensive options. Instead, as Hinksman explains, “As consumers navigate tighter budgets, their purchasing decisions increasingly favour products that balance exceptional quality with strong value. This doesn't necessarily mean reaching for the cheapest option but prioritising their spend on those products that are really worth it.”
Seasonal patterns, flavours
Seasonality plays a crucial role in the cider market. Marshall points out that “66 per cent of cider drinkers mainly drinking cider in the warmer months,” making it essential for retailers to “get ready for the warmer weather by ensuring a regular stock of chilled cider.”
As the temperature rises, consumer preferences shift towards convenience and on-the-go consumption. Marshall advises retailers to “meet the increased demand for convenience and drinking on the go by stocking canned cider in chillers where possible.” This aligns with Hinksman's observation that “with summer on the horizon and consumers gearing up for BBQs, picnics, and festivals, retailers have a prime opportunity to maximise revenue.”
Inch's Cider is the apple cider brand that grew the most share in the off trade in 2023
While innovation in the category continues to be driven largely by flavoured ciders, traditional apple ciders are experiencing a resurgence. Wilson notes that “Inch's Cider is the apple cider brand that grew the most share in the off trade in 2023,” showing that “shoppers are looking for quality as well as accessible pricing options.”
Hinksman supports this view, stating that “mainstream apple ciders remain popular, but the surge in crafted apple ciders - led by Henry Westons Vintage - has cemented them as must-stock items for retailers.”
He also highlights an emerging opportunity in “pear cider, a sub-category that currently represents just three per cent of the market with space to grow.”
Affordability and value
The cost-of-living crisis has influenced consumer behaviour significantly. Marshall reveals that “shopper behaviours are largely influenced by the cost-of-living crisis with shoppers trading down from spirits into cider.”
This creates an opportunity for retailers to stock stronger ciders as alternatives to spirits, with Marshall noting that “Knights Cider is currently the no.1 alcohol brand driving growth into the convenience channel.”
Knights Cider drives growth into the convenience channel
For budget-conscious consumers, value plays a crucial role. Marshall suggests stocking “a variety of value products which also offer a great taste, such as Crumpton Oaks, a much-loved iconic brand that offers customers a traditional cider taste, due to its bittersweet apple blend.”
Brand performance
Strongbow maintains its position as “the nation's favourite cider brand,” according to Wilson. The brand's latest innovation, Strongbow Strawberry, launched in 2024, has already captured 0.5 per cent of the cider market despite limited availability.
Wilson also highlights the performance of premium flavoured cider Old Mout, which saw “impressive growth of 38.4 per cent in the impulse channel last summer, driven by consumers enjoying summer socialising occasions.” Meanwhile, Inch's Cider has demonstrated recent growth of 1.3 per cent in share, with an overall 4.6 per cent value share.
Henry Westons Vintage continues to dominate, selling “more than one bottle every 0.75 seconds across the UK” and standing “an impressive £20.4m ahead of the second-place product in the channel,” according to Hinksman.
Henry Westons Vintage sells more than one bottle every 0.75 seconds across the UK
Stowford Press is also performing strongly, with Hinksman reporting that Stowford Press cans are “growing at 50.1 per cent YOY in convenience,” while the Stowford Press Apple Cider 10 Pack is experiencing “13.8 per cent growth YOY.”
As Westons celebrates its 145th anniversary in 2025, Hinksman teases “a new permanent addition to the bestselling Henry Westons range that pays tribute to the generations of brand heritage.”
Knights Cider is highlighted as “the fastest growing cider brand in the UK,” with Marshall reporting “a 54 per cent increase in shopper numbers year on year.” The brand's success led to the launch of Knights Vintage Cider in 500ml glass bottles in 2024, offering “a great tasting cider without breaking the bank” at an ABV of 8.4 per cent.
Marshall also points to Frosty Jack's as one of the UK's favourite cider brands, which “sold 1.1 million single 500ml cans last year,” making it a valuable offering for retailers targeting areas with high student populations.
Frosty Jack's sold 1.1 million single 500ml cans last year
Crumpton Oaks is identified as “the number one value cider brand in the impulse channel at £4.99 RRP for four-pint cans,” making it “a must have option for retailers” in the current economic climate.
Kopparberg, a partner of Budweiser Brewing Group, has recently launched its latest product, Crisp Apple, expanding its listing with the four per cent ABV beverage that taps into the evolving tastes of cider drinkers.
Kopparberg Crisp Apple offers drinkers the much-loved taste of a classic apple cider, balanced with a slightly sweeter profile that the brand is famous for.
Whilst apple cider is seeing a resurgence, particularly amongst younger drinkers, Kopparberg, the brand with more 18-34 year old drinkers than any other beer or cider brand [Savanta] is perfectly placed to bring its cider expertise to the evolving category, said Brian Perkins, president, Budweiser Brewing Group UK&I, who said the product will “not only attract existing fans, but also build new brand fans.”
Kopparberg Crisp Apple will be available in the off trade from March 2025.
Meanwhile, Thatchers Zero has made its TV debut in January, making it the first low/no alcohol cider to have its own national TV campaign!
The product has had a record year, more than doubling sales in 2024, and extended its top spot as the nation’s bestselling low/no apple cider in the on and off trade.
Merchandising and ranging
Wilson advises that “500ml glass bottles remain the number one pack format, followed by 4x400ml and 10x400ml can formats.” For retailers with limited space, he recommends focusing on “the 4x440ml and 10x440ml packs” or considering Old Mout Fruit Cider's 330ml can format, which “requires less fridge and shelf space.”
Marshall notes that “a third of UK shoppers only ever buy cider in cans,” making canned cider “a must stock product” for convenience retailers. She also points out that “the average customer spends £8.04 per visit at their local store,” suggesting retailers should “stock products in line with this budget, such as single cans” and potentially “run a multi-buy promotion across their single cans range.”
For range building, Wilson suggests starting “with apple and flavoured ciders – those from well-known brands that consumers know and trust.” For retailers with more space, he recommends venturing “into the premium segment, and consider offering a range of premium ciders, like Old Mout Fruit Cider, which will facilitate trade up and a bigger basket spend overall.”
Old Mout Fruit Cider's 330ml can format requires less fridge and shelf space
Hinksman acknowledges that “one key challenge for independents is limited fixture space compared to supermarkets.” To maximise sales, he advises “optimising fridge facings, as cold, single bottles are a summer staple” and “utilising ambient shelves and stack displays for larger packs.”
Marshall recommends “linking merchandising into a specific season or calendar event, especially as we approach spring and summer” to create “an eye-catching display” that helps “entice new customers and encourage them to spend.”
Hinksman emphasises the importance of “capitalising on this seasonal moment,” noting that “convenience remains a top priority for shoppers” and suggesting that retailers should focus on “increasing the availability of popular ciders” during the summer months.
Opportunities for growth
As we move through 2025, there are clear opportunities for convenience retailers to unlock the full potential of the cider category. By focusing on premium crafted ciders, meeting seasonal demand with chilled and convenient formats, and offering options across different price points, retailers can capture the growing consumer interest in this thriving market.
With significant untapped potential in the crafted cider segment and emerging opportunities in sub-categories like pear cider, the message from suppliers is clear: retailers who curate their cider range to match local preferences and meet the evolving demands of consumers will reap the rewards in this dynamic and profitable category.
