Knights Cider has emerged as the number one alcohol brand driving volume growth into the UK’s convenience channel, solidifying its position as a leader in the cider market amidst a challenging industry landscape.
This announcement comes as Knights wraps up an exceptional first quarter, showing 69% volume growth in the last 12 weeks, with momentum expected to continue as the year progresses.
Knights is breaking through barriers, achieving unprecedented growth and clearly demonstrating why strong cider is resonating with consumers.
The brand, crafted with expertise and rooted in Herefordshire’s cider tradition, has seen 72 per cent growth year-on-year, with a significant 67 per cent increase in volume growth for its 500ml can.
Natalie Marshall, Trade Marketing Manager at Aston Manor, said of Knights' success: "It is truly remarkable to see Knights Cider driving such unprecedented growth in UK convenience stores.
“Despite challenging market conditions, our team’s dedication to quality and innovation has made Knights a trailblazer in the industry.
“Consumers are seeking great taste and exceptional value, and Knights delivers on both. It is setting a new benchmark for premium cider at an accessible price point."
The success story
The exceptional growth of Knights Cider has been driven by the increasing demand for strong ciders and value options.
“Amidst the cost-of-living challenges, customers are seeking affordable quality. Knights has stepped up to meet this need,” explains Natalie.
“We know that 64 per cent of cider drinkers are 18-34, and younger shoppers, including Gen Z, look for gluten-free products.
"As a naturally gluten-free drink, cider is an attractive option for those with particular dietary needs as well as those with a gluten intolerance.”
As a result, Knights Cider is the number one strong amber cider brand and the fastest-growing cider in the UK.
“Knights continues to lead the way in the alcohol category not just through incredible numbers, but by crafting exceptional products. Renowned for its refreshing taste expertly blended from bittersweet and dessert apples, over 20 million cans of Knights Premium Cider are sold annually,” concludes Natalie.
