As the summer season approaches, UK cider makers and retailers are gearing up for a surge in demand as consumers turn to the refreshing beverage.
With a growing interest in provenance, freshness, and natural drinks, cider is regaining its position as the go-to drink of the season. Producers all over the UK are investing in new products, packaging, and messaging to meet the seasonal demand and drive growth in both on- and off-trade.
David Sheppy, Chair of the National Association of Cider Makers (NACM), stated, “Summer has always been cider’s moment, but this year we’re seeing real momentum across the board. Consumers are actively seeking out British-made drinks with a story, and cider delivers just that. We’re proud to see innovation coming through alongside tradition, and that combination is helping to widen the category’s appeal.”
The NACM is encouraging retailers and the trade to showcase cider as the hero of the season, highlighting its freshness, provenance, diverse flavor profiles, and natural and lower ABV options. Many producers are also championing sustainability through regenerative agriculture and circular production, making cider a responsible choice for consumers.
With cider sales peaking between June and September, retailers are advised to review their ranges, support British producers, and create clear signage in store and online. Sheppy emphasized, “The cider category has more to offer than ever before. Whether it’s draught or bottled, traditional or fruit-led, there’s strong consumer interest, and we’d love to see more listings, trial opportunities, and feature space over the coming months.”
It is evident that cider belongs at the center of the British summer, and the trade can play a crucial role in shining a spotlight on the category’s unique strengths.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.