Wondering what ciders to stock this summer? The Westons Cider Report is packed with category and merchandising advice to help retailers make the most of their cider range, this summer and beyond.
The tenth edition of the annual Westons Cider Report makes building a cider range easy for retailers. It includes a deep dive into the category with advice on how retailers can make the most of the £1.1bn cider sector in the UK.
The main takeaway is: retailers who prioritise premium products will cash in when it comes to cider sales.
The total cider category grew slightly in the last year. However, crafted ciders – premium options from authentic cider producers with a commitment to heritage – surged ahead, growing at ten times (11.1%) the rate of the total market. These options now make up a quarter of the total cider market. They added an impressive £26.3m to the category in the past year alone.
What are the key trends and best products to stock in cider?
In terms of the best ciders to stock in convenience, Henry Westons Vintage is the obvious choice. A traditional cider made in the heart of Herefordshire from a single year’s harvest of classic cider apples all sourced within 50 miles of Westons’ mill, it firmly fits into this booming crafted sector. It’s a proven profit driver for retailers too. In the last year, it brought in sales of over £44m in the convenience channel alone. That’s more than double the next best-selling product, while still growing at 8.2%’
The Westons report also highlights interesting trends around the unpredictable British weather. While summer remains cider’s peak season, unexpected rainy weather can put a dampener on sales. Retailers should double down on major selling moments — like bank holidays and sporting events — where demand remains strong regardless of weather conditions. Ahead of heatwaves, when shoppers will be reaching for a chilled bottle of cider, retailers should ensure they’re well stocked.
The right stock and the right ranging could have a big impact on sales too. The latest data from Westons shows that if distribution of Henry Westons Vintage in the convenience channel matched total category, retailers could unlock nearly £4m worth of extra sales.
For more cider stocking advice and insights to help boost profits in summer and beyond, download the Westons Cider Report today.
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