HEINEKEN UK has reported a outstanding summer sales for its Inch’s Cider brand, spiking across key seasonal moments including the May bank holiday weekend and the 2026 FIFA World Cup. The UK cider category is now worth £1.18bn, with Inch’s achieving an 18 per cent value and 19 per cent volume increase, compared to last year.
Across the Inch’s portfolio, Inch’s Medium Apple Cider led brand sales, with its four-pack and 10-pack formats up 19.4 per cent and 15.1 per cent respectively. 15-packs were also a key driver, with sales up by 42.4 per cent as consumers stocked up for larger gatherings. Inch’s 0.0, the only dealcoholised cider in the UK, continues to tap into the demand for credible, premium low- and no- alcohol options, with performance up by 270 per cent YoY.
Inch’s Cloudy, launched in 2025 to recruit new shoppers to the cider aisle, has also gained strong traction, with four-pack sales up 59.2 per cent year on year. Since its launch, Inch’s Cloudy has delivered £11.2m in value sales and recruited over 96.6k incremental shoppers to the mainstream apple cider Off-Trade category.
The brand is continuing to build momentum for Inch’s Cloudy with a digital activation designed to drive sales and repeat purchase. This activation is supported by a digital campaign from the Hashting platform, where shoppers can claim back the cost of an Inch’s Cloudy four-pack, helping to recruit new shoppers and continue to appeal to existing customers who know and love the great taste of Inch's Cloudy.
“We’re incredibly proud to see that Inch’s Cider has been driving significant value for retailers this year, especially during the summer when we've experienced some fantastic weather, and sporting events,” said Max Wainwright, Cider Brand Director at HEINEKEN UK.