Key Points
- NACM encourages grocers to spotlight cider’s summer appeal and British roots
- Aston Manor, Kingfisher Drinks and Molson Coors roll out campaigns and innovations
- Cider sales peak June–September, offering growth prospects for convenience and grocery
Cider makers across the UK are investing in innovation and promotional activity as they prepare for a bumper summer, with the National Association of Cider Makers (NACM) calling on retailers to make the most of the category’s seasonal potential.
According to NACM, cider is enjoying renewed consumer interest thanks to its British provenance, natural credentials, and wide flavour appeal – positioning it as the drink of choice for warmer months.
“Summer has always been cider’s moment but this year we’re seeing real momentum across the board,” said David Sheppy, chair of NACM. “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.”
Retailers urged to back the category
The NACM is urging retailers to give cider strong visibility through clear signposting, diversified ranges and support for British producers.
Key trends identified by the association include:
- Freshness and provenance – Cider made from pressed apples grown in British orchards.
- Flavour diversity – From traditional tannic varieties to lighter, modern blends.
- Natural and low ABV options – Catering to the health-conscious shopper.
- Sustainability focus – Producers embracing circular production and regenerative agriculture.
With cider sales historically peaking between June and September, NACM said now is the time to capitalise.
Brand activity ramps up ahead of summer
Producers are stepping up efforts with new products and campaigns aimed at driving sales and enhancing brand recognition.
Aston Manor has launched a new marketing campaign this week for its Crumpton Oaks brand. The initiative aims to boost brand visibility and drive trial through high-impact promotions and in-store support.
Kingfisher Drinks has unveiled a new flavour in its Peacock Cider range: Passion Fruit & Guava. The variant is available from June to both convenience retailers, and taps into demand for tropical and exotic fruit profiles.
Molson Coors Beverage Company has expanded its Rekorderlig range with single 500ml cans of two popular flavours: Wild Berries and Peach-Raspberry, launched in May. The new format will be amplified through an over £1.4m campaign investment.
A category on the rise
“The cider category has more to offer than ever before,” Sheppy said.
“Whether it’s draught or bottle, 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. The cider category has more to offer than ever before.”
