HEINEKEN UK is launching ‘The Really Good Cider’ campaign, putting the Inch’s Cider portfolio at the centre of a multi-channel, multi-million-pound media campaign spanning TV, OOH, digital and social.
The campaign is live now until September and aims to make the Inch’s brand unmissable to shoppers and help to drive sales throughout summer. Inch’s Cider entered the market in 2021 with the clear ambition to reinvigorate the apple cider category.
The brand has performed incredibly well in both channels since launch, claiming top spot as the fastest growing mainstream apple cider by volume in the Off-Trade and biggest by both volume and value in the On-Trade.
In the Off-Trade, the Inch’s Cider portfolio has already claimed a value share of 5.7%, a climb of 1.5% in just one year - the brands strong growth is a clear sign that shoppers are looking for quality as well as accessible pricing options.
At the heart of the campaign is a new advert now live on connected TV, telling the story of the apple "from pip to sip" with the film ‘Story on a pint glass’. The advert begins with a series of scenes that unfold across the surface of the Inch’s pint glass.
As the story develops, the film cuts between many of cider’s drinking occasions with a modern cast of Inch’s drinkers, grounded in recognisable, real moments. As part of the nationwide OOH rollout, lifestyle photography captures a series of relatable summer moments, positioning Inch’s as “sunshine in a glass”.
Max Wainwright, Cider Brand Director at HEINEKEN UK says: “With ‘The Really Good Cider’ campaign, we want to reinforce Inch’s reputation as a fresh, modern cider brand, as well as encourage exploration within the category. “Our aim is to help retailers unlock growth opportunities and drive basket spend, and we’re confident that this campaign will keep the brand front of mind for retailer’s shoppers throughout the summer”.
‘The Really Good Cider’ campaign follows a strong period of innovation for the brand. Earlier this year in March, the brand launched Inch’s Reserve, a premium apple cider with the recognisable signature apple‑y taste of Inch’s Medium, but with a higher ABV at 7.4% for a fuller‑bodied, more considered cider experience.
In March 2025, two new variants were introduced under the booming Inch’s Cider brand, Inch’s Cloudy and Inch’s 0.0. The launch of Inch’s Cloudy aimed to appeal to younger cider drinkers looking for a naturally sweeter slightly lower ABV innovation at 4% ABV. While Inch’s 0.0 delivered the first dealcoholised cider in the UK market.
Retailers can find out more about how to maximise their cider category sales by visiting HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/.
The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. The scheme encourages the development of a profitable and trending beer and cider range and offers rewards which increase based on their level of participation.