All information Westons Cider Report 2025, CGA Technique OPMS, P12 MAT to 30/11/2024 except in any other case acknowledged.
- The tenth version of the Westons Cider Report reveals how premium and crafted apple cider is shaping the on-trade panorama.
- The on-trade cider market has grown +1.2% in worth to £1.97 billion, pushed by premiumisation and rising worth per pint.
- Regardless of outlet consolidation, draught apple cider continues to reign supreme, promoting at twice the speed of flavoured cider.
- Journeys to the pub could also be much less frequent in 2025, however when customers do exit, they’re spending extra per go to — making premium cider extra beneficial than ever for driving robust margins.
The UK’s on-trade cider market is maturing into a brand new period of premiumisation, the place high quality issues greater than ever. That is amongst the standout insights from Westons Cider’s milestone 10th Cider Report, which uncovers the important thing developments shaping the pub and bar business in 2025.
Cider stays a powerhouse within the UK on-trade, accounting for nearly two thirds (64%) of whole class worth, a +2% enhance from final 12 months. Whereas whole on-trade cider quantity dipped barely (-2.8% YOY), draught cider is prospering, making up over three-quarters (76.9%) of on-trade gross sales. Extra importantly, premium and crafted apple ciders are outperforming the broader market, proving that drinkers are upgrading their decisions once they head to the bar.
This shift isn’t any shock – Westons Cider predicted again in 2018 that the affect of craft would reshape mainstream apple cider. Quick-forward to 2025, and that prediction has grow to be actuality. Premiumisation is not a rising pattern however the established order as right this moment’s drinkers lean in the direction of provenance, authenticity, and distinctive high quality. Wanting forward, this evolution is barely set to collect tempo, with heritage-led classic ciders poised to play a much bigger position, akin to the rise of premium lager and craft beer in recent times.
APPLE CIDER: THE UNDISPUTED CHAMPION OF THE BAR
Apple cider continues to steer the cost, making up 63.6% of whole on-trade cider gross sales and a powerful 77.2% of draught cider quantity. This sustained dominance is a transparent sign for operators to again apple cider as the inspiration of any profitable vary.
KEY GROWTH OPPORTUNITIES FOR 2025:
- Premium ciders = greater spend. The common worth of a pint of cider has climbed to £4.48 (+18p YOY), proving that drinkers are joyful to pay extra for top-quality manufacturers. Whereas mainstream apple cider nonetheless accounts for a 3rd of whole draught apple gross sales, this has dropped by -2.7ppts YOY, shedding share to premium mainstream and premium crafted apple.
Inside this, premium crafted is the quickest rising phase (+1.5ppts YOY), now making up a powerful 13.5% of whole draught apple gross sales. With a mean RSP of £4.90 — between 59p and £1.18 greater than mainstream — it’s clear that drinkers are buying and selling up for better-quality pours, unlocking greater margins for operators.
- Draught apple cider is a must-stock. With over three quarters of draught cider quantity coming from apple, it stays the bestselling, highest-rate-of-sale cider format. Whereas fewer venues are serving two ciders, these providing three or extra have elevated, displaying that the place cider performs effectively, it’s thriving.
Draught apple faucets are actually promoting at twice the speed of flavoured that means, for operators having to make powerful decisions on their bar line-up, a premium apple cider faucet is a no brainer. To keep up shopper selection, stocking premium flavoured cider in bottles behind the bar is a great strategy to cater to totally different tastes whereas maximising area and profitability.
- Crafted cider gives untapped margin potential. The crafted cider phase is rising quick within the on-trade, with premium, heritage-led manufacturers presenting a serious revenue alternative for operators. Henry Westons Classic instructions a powerful RSP of £5.97 per pint – £1.31 greater than the class common – demonstrating the value elasticity and shopper willingness to commerce up for high quality. Operators who give premium crafted cider the area it deserves will profit from stronger margins and elevated shopper spend.
- Flavoured cider is evolving – premiumisation is essential. Whereas flavoured cider lags behind premium apple cider, new, elevated choices are rising. For instance, Henry Westons English Berry, launching in April 2025, is ready to drive development on this phase. Early indications counsel the premium berry cider will command a worth level much like premium apple cider,presenting a beneficial alternative for operators. At present, 27% of draught flavoured cider quantity is now in premium manufacturers, a important enhance from final 12 months, givingoperators a higher-value phase to faucet into.
ON-TRADE CATEGORY SPOTLIGHTS:
- Summer time is cider season – however plan forward. Cider thrives in hotter months, however unpredictable climate makes good inventory administration important. The summer season of 2024 noticed gross sales swings resulting from temperature fluctuations, reinforcing the necessity to top off for peak buying and selling moments like financial institution holidays, festivals, and sporting occasions.
- Cider is attracting youthful, high-spending drinkers. A 3rd of cider customers drink out at the least weekly, and so they spend £5 greater than the typical pubgoer every month, making them a key viewers for premium manufacturers.
- Regional variations matter. Over 55% of whole cider quantity is concentrated in simply 4 key TV areas – South West, Central, London, and Yorkshire – reinforcing the necessity for tailor-made ranging methods to mirror native shopper preferences.
Darryl Hinksman, Head of Enterprise Growth at Westons Cider concludes: “Cider drinkers have gotten extra selective, prioritising authenticity, provenance, and high quality. With the on-trade panorama evolving, operators who spend money on a well-curated, premium cider vary might be greatest positioned to drive gross sales, margins, and shopper loyalty in 2025 and past.
“Looking forward to the following decade, premiumisation is barely set to speed up, with customers persevering with to commerce up for crafted, heritage-led ciders. The shift we predicted in 2018 has now reworked the market, and this evolution isn’t slowing down. Heritage-led classic ciders are set to play a good greater position – we’ve seen an analogous sample with the rise of premium lager and craft beer in recent times.
“Premium apple cider will stay the spine of draught choices, whereas packaged premium flavoured ciders will play an rising position behind the bar, giving venues a strategy to preserve selection with out overloading faucets.
“Operators who leverage this shift and prioritise premium, high-rate-of-sale ciders – like Henry Westons Classic and Stowford Press – would be the ones to unlock long-term development and maximise their cider gross sales effectively into the following decade.”
The complete report – together with neutral stocking recommendation for retailers – can also be accessible for digital obtain right here.
