- Following 2024 success, campaign will see series of in-store and in-depot activations from August to September
- Capitalises on cider drinkers looking to discover new flavours this summer
- HEINEKEN UK now has 27.2% share of the total cider category
HEINEKEN UK, the UK’s largest cider maker with a 27.2 per cent share of the total category, has announced the return of its "Explore A World of Cider" campaign for 2025, following the success of its launch in 2024.
Activated across select convenience stores, grocery and wholesalers, the campaign will be brought to life through a series of in-store and in-depot activations from August to September, aiming to support retailers with tapping into cider sales as we head into summer.
In the UK, the cider category is worth £1.2bn, this can be broken down to grocery, where this figure sits at £819m, and convenience at £372m. Cider consistently over-trades during the summer and August bank holiday, presenting retailers with an excellent opportunity to invest into the category and keep cider front-of-mind for shoppers.
By stocking up on bestselling and much-loved cider brands, many of which are a part of HEINEKEN UK’s leading portfolio, including Strongbow, Old Mout and Inch’s, retailers have an excellent opportunity to grow sales. These brands also offer shoppers a range of flavours to explore – ranging from apple to citrus and berry varieties. When you look at the innovation across the market, this is predominantly coming from flavoured ciders, designed to drive penetration among younger consumers, and this has pushed excitement back into the category.
“We’re excited to announce the return of this campaign, bringing our full portfolio of cider brands together once again,” said Rachel Holms, Cider Brand Director. “The diversity among the brands demonstrates how much opportunity there is for retailers to tap into. No matter the occasion this summer, the World of Cider activation ensures retailers can meet those needs and maximise the sales opportunity.
“With cider drinkers looking to discover new flavours, this summer is set to bring huge opportunity for retailers to boost spend by providing shoppers with the opportunity to discover new tastes. We are also seeing consumers reassess their alcohol consumption and we fully encourage retailers to create excitement around moderation, wellness, and low-ABV and 0.0 per cent options. Retailers can boost sales by offering innovation to shoppers through stocking new variants of well-loved brands such as Inch’s 0.0.
“With these emerging trends to consider, and HEINEKEN UK having such a wide portfolio of brands, it can be hard for retailers to know where to start when refreshing their cider range. By shining a light on the whole category, we want to spotlight which brands retailers should prioritise to tap into shoppers’ varying needs.”
When it comes to bestselling brands, Strongbow remains the nation’s favourite cider brand, with the brand’s latest innovation Strongbow Strawberry already claiming a 0.5 per cent share of the cider market. Old Mout presents retailers with a popular premium flavoured cider option, the brand saw impressive growth of +38.4 per cent in the impulse channel last summer. While people may be spending less and cutting down on large expenditures such as holidays amid the current financial climate, retailers can still expect them to indulge in smaller luxuries such as premium cider options like Old Mout.
Inch’s Cider claims a 4.6 per cent value share of the category. The recent launch of Inch’s 0.0 – the first de-alcoholised cider in the UK – is a major advancement for the brand, adding a credible, premium option to the booming no- and low-alcohol market. The no-ABV alternative to Inch’s Medium Apple allows retailers to create excitement around moderation this summer, a growing category trend.
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.