All data Westons Cider Report 2025, CGA Strategy OPMS, P12 MAT to 30/11/2024 unless otherwise stated.
- The 10th edition of the Westons Cider Report reveals how premium and crafted apple cider is shaping the on-trade landscape.
- The on-trade cider market has grown +1.2% in value to £1.97 billion, driven by premiumisation and rising price per pint.
- Despite outlet consolidation, draught apple cider continues to reign supreme, selling at twice the rate of flavoured cider.
- Trips to the pub may be less frequent in 2025, but when consumers do go out, they’re spending more per visit — making premium cider more valuable than ever for driving strong margins.
The UK’s on-trade cider market is maturing into a new era of premiumisation, where quality matters more than ever. This is amongst the standout insights from Westons Cider’s milestone 10th Cider Report, which uncovers the key trends shaping the pub and bar industry in 2025.
Cider remains a powerhouse in the UK on-trade, accounting for almost two thirds (64%) of total category value, a +2% increase from last year. While total on-trade cider volume dipped slightly (-2.8% YOY), draught cider is thriving, making up over three-quarters (76.9%) of on-trade sales. More importantly, premium and crafted apple ciders are outperforming the wider market, proving that drinkers are upgrading their choices when they head to the bar.
This shift is no surprise – Westons Cider predicted back in 2018 that the influence of craft would reshape mainstream apple cider. Fast-forward to 2025, and that prediction has become reality. Premiumisation is no longer a growing trend but the status quo as today’s drinkers lean towards provenance, authenticity, and exceptional quality. Looking ahead, this evolution is only set to gather pace, with heritage-led vintage ciders poised to play a bigger role, akin to the rise of premium lager and craft beer in recent years.
APPLE CIDER: THE UNDISPUTED CHAMPION OF THE BAR
Apple cider continues to lead the charge, making up 63.6% of total on-trade cider sales and an impressive 77.2% of draught cider volume. This sustained dominance is a clear signal for operators to back apple cider as the foundation of any successful range.
KEY GROWTH OPPORTUNITIES FOR 2025:
- Premium ciders = bigger spend. The average price of a pint of cider has climbed to £4.48 (+18p YOY), proving that drinkers are happy to pay more for top-quality brands. While mainstream apple cider still accounts for a third of total draught apple sales, this has dropped by -2.7ppts YOY, losing share to premium mainstream and premium crafted apple.
Within this, premium crafted is the fastest growing segment (+1.5ppts YOY), now making up an impressive 13.5% of total draught apple sales. With an average RSP of £4.90 — between 59p and £1.18 more than mainstream — it’s clear that drinkers are trading up for better-quality pours, unlocking higher margins for operators.
- Draught apple cider is a must-stock. With over three quarters of draught cider volume coming from apple, it remains the bestselling, highest-rate-of-sale cider format. While fewer venues are serving two ciders, those offering three or more have increased, showing that where cider performs well, it’s thriving.
Draught apple taps are now selling at twice the rate of flavoured meaning, for operators having to make tough choices on their bar line-up, a premium apple cider tap is a no-brainer. To maintain consumer choice, stocking premium flavoured cider in bottles behind the bar is a smart way to cater to different tastes while maximising space and profitability.
- Crafted cider offers untapped margin potential. The crafted cider segment is growing fast in the on-trade, with premium, heritage-led brands presenting a major profit opportunity for operators. Henry Westons Vintage commands an impressive RSP of £5.97 per pint – £1.31 more than the category average – demonstrating the price elasticity and consumer willingness to trade up for quality. Operators who give premium crafted cider the space it deserves will benefit from stronger margins and increased consumer spend.
- Flavoured cider is evolving – premiumisation is key. While flavoured cider lags behind premium apple cider, new, elevated options are emerging. For example, Henry Westons English Berry, launching in April 2025, is set to drive growth in this segment. Early indications suggest the premium berry cider will command a price point similar to premium apple cider,presenting a valuable opportunity for operators. Currently, 27% of draught flavoured cider volume is now in premium brands, a significant increase from last year, givingoperators a higher-value segment to tap into.
ON-TRADE CATEGORY SPOTLIGHTS:
- Summer is cider season – but plan ahead. Cider thrives in warmer months, but unpredictable weather makes smart stock management essential. The summer of 2024 saw sales swings due to temperature fluctuations, reinforcing the need to stock up for peak trading moments like bank holidays, festivals, and sporting events.
- Cider is attracting younger, high-spending drinkers. A third of cider consumers drink out at least weekly, and they spend £5 more than the average pubgoer each month, making them a key audience for premium brands.
- Regional variations matter. Over 55% of total cider volume is concentrated in just four key TV regions – South West, Central, London, and Yorkshire – reinforcing the need for tailored ranging strategies to reflect local consumer preferences.
Darryl Hinksman, Head of Business Development at Westons Cider concludes: “Cider drinkers are becoming more selective, prioritising authenticity, provenance, and quality. With the on-trade landscape evolving, operators who invest in a well-curated, premium cider range will be best placed to drive sales, margins, and consumer loyalty in 2025 and beyond.
“Looking ahead to the next decade, premiumisation is only set to accelerate, with consumers continuing to trade up for crafted, heritage-led ciders. The shift we predicted in 2018 has now transformed the market, and this evolution isn’t slowing down. Heritage-led vintage ciders are set to play an even bigger role – we’ve seen a similar pattern with the rise of premium lager and craft beer in recent years.
“Premium apple cider will remain the backbone of draught offerings, while packaged premium flavoured ciders will play an increasing role behind the bar, giving venues a way to maintain variety without overloading taps.
“Operators who leverage this shift and prioritise premium, high-rate-of-sale ciders – like Henry Westons Vintage and Stowford Press – will be the ones to unlock long-term growth and maximise their cider sales well into the next decade.”
The full report – including impartial stocking advice for retailers – is also available for digital download here.
