Crafted cider remains the key growth opportunity in the category for convenience retailers, according to the latest report from Westons Cider.

The supplier’s 10th annual report on the cider category found that, while total cider sales have grown by just 0.1% this year, crafted cider has grown by 14.6% in convenience. This is greater than its overall growth of 11.%.

Crafted ciders are those which emphasise their authenticity, quality and heritage and carry a premium price, including brands such as Henry Westons and Aspall.

The segment accounts for 24% of the segment, having grown at the expense of premium and mainstream ciders. Meanwhile, value amber and value white lines, such as Crofters and White Star, have also seen growth.

Other growth areas include bag-in-box (BIB), which has achieved a 1% market share after growing by 4.2%, and no & low, which has grown by 8.4%, driven by younger adults.

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Distribution for crafted cider in convenience stands at 95.4%, compared to 98.4% across the total market. The supplier estimates that bridging this gap could add £3.7m in value sales to the channel.

“Shoppers are looking for premium cider options in convenience, and retailers who give crafted cider the prominence it deserves will reap the rewards,” said Tim Williams, insight and innovation manager at Westons Cider.

“With crafted cider delivering strong margins and demonstrating double-digit growth, giving it prime position in chillers and on shelves will drive greater profits. The demand is already there – retailers just need to back the right brands.”

Henry Westons Vintage is currently the top-selling cider line in convenience, with value sales exceeding £44m last year.

Notably, crafted cider has the highest proportion of younger shoppers out of any cider segment, with under-45s making up a larger share of spend compared to any other cider segment.

Geographically, its sales are strongest in the south, where the five most southern regions account for 73% of sales volume. The northeast of England and the Midlands have also maintained volume share compared to last year.

The full Westons Cider Report 2025, including impartial ranging advice for retailers, can be viewed here.

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