Heineken UK has released the second edition of its series of industry reports, Shelf Talk, focusing on the booming cider category.

The report offers category insights and guidance for retailers to grow their cider sales throughout summer and across the year.

As nearly half (48%) of the UK population drink cider and the market is now worth £1 billion in the off-trade, the category presents huge sales opportunities for retailers, the report notes.

“With cider an integral offering over the summer period, this report not only offers retailers guidance on how to maximise sales during the warmer months, it also demonstrates how the category is still significant in the cooler seasons that follow,” said Toby Lancaster, Category and shopper marketing director at Heineken UK.

The report also features an interview with Jane Peyton, the UK’s first cider pommelier and an award-winning beer sommelier, writer, broadcaster and founder of the School of Booze.

The next Shelf Talk report, to be released in September, will focus on the premium beer category, the company added.