With long summer evenings, sports screenings and a packed events calendar driving footfall, now’s the time to get your cider range into peak condition.
Cider continues to outperform beer and lager at the bar – particularly with younger drinkers – and with the warmer months encouraging longer stays and increased rounds, the right cider line-up can mean more pints poured, more margin captured, and more customers coming back.
Cider and Sport: A Winning Match
Sport remains a key driver of dwell time. Whether it’s tennis, football or a touring rugby team, customers are more likely to settle in for longer – up to 26 minutes more – when matches are showing. A well-planned cider selection can become part of that matchday ritual.
Cider remains the dominant style, accounting for around 70% of all cider sales, with Perry and flavoured and fruit ciders making up the remaining 30%. It’s essential that your draught cider ticks the boxes on taste, sessionability, and price – especially as customers become more selective about where they spend.
Premium Still Prevails
Despite cost-of-living pressures, drinkers continue to seek out quality. Data shows that when people do go out, they’re willing to pay more for products that offer a better experience. That means stocking a cider that feels familiar, reliable, and rewarding – not just cheap.
Build Your Range with Balance in Mind
If you’ve only got space for one draught cider, make it count. Look for something with broad appeal – medium or medium-dry styles tend to perform best. But don’t stop there. Supporting your draught offer with a strong range of chilled packaged options can help you capture additional sales, particularly from guests with sweeter preferences or those looking for fruit-led or low-alcohol options.
When to Add a Second Line
Thinking of installing a second draught cider? Before you do, make sure:
- You’re consistently selling two kegs a week of your core cider. That ensures quality and freshness.
- The new line offers something distinctly different – such as a sweeter apple cider or a bold fruit variant – to avoid cannibalising sales.
By offering a point of difference, you’ll broaden your appeal and boost rate of sale.
Don’t Overlook Fruit Cider
Fruit cider is the biggest seller in the fridge – often outpacing other RTD and world lager lines. When available on tap, fruit cider can free up fridge space and add a sense of theatre and variety to the bar. If you’re not ready for fruit on draught, a curated selection of two or three packaged options should cover key tastes and seasonal favourites.
Support Moderation with Low/No Options
With nearly three-quarters of UK drinkers now moderating their alcohol intake, having a credible low/no cider option isn’t a nice-to-have – it’s essential. The days of a single token alcohol-free beer are over.
Cider drinkers looking to reduce their alcohol consumption still expect the same full flavour and experience. Offering a low/no alcohol cider – not just fruit variants – ensures you’re catering for your core customer base.
Stock Smart, Sell More
In summary, here’s how to get your cider line-up summer-ready:
- Lead with a versatile draught cider that delivers on taste, quality, and familiarity.
- Offer variety: balance apple, fruit, and low/no options across draught and packaged.
- Cater to group dynamics: think about who’s coming through the door and make sure there’s something for everyone.
- Review throughput regularly and rotate stock to ensure freshness, especially as volumes spike.
Final Word
Your cider range isn’t just a tick-box on the menu – it’s a revenue lever. With Gen Z embracing cider and seasoned fans expecting quality, this is the season to optimise. Get the mix right and you’ll tap into bigger baskets, longer dwell times, and increased loyalty all summer long.
