Heineken UK has launched a new campaign to help retailers maximise cider sales this summer and cement its number-one market share position.

The ‘Explore a Wider World of Cider’ campaign will consist of a series of in-store and in-depot activations until August 2024.

It comes as the supplier’s cider brands have a 27.8% share of the market, in a category worth £1.1bn in total. Strongbow alone accounts for 20% of the market share.

Within convenience, this figure is £384m. Heineken lines Strongbow Original, Strongbow Dark Fruit and Inch’s have respective value shares of 12%, 7.2% and 2.8% respectively. Inch’s also gained the most market share in off-trade cider last year.

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Rachel Holms, cider brand director at Heineken UK, said: “The diversity among the brands demonstrates how much opportunity there is for retailers to tap into – from classic apple ciders to exciting flavours, premium options and even alcohol-free alternatives, available at various price points and in a full range of formats.

“With cider drinkers more likely to buy into the category when tempted by innovation, and the appeal of a new flavour from their favourite brand, it’s important for retailers to offer their shoppers a full range of choice. No matter the occasion, whether it’s festivals, sporting events, barbecues or celebrations, the ‘Wider World of Cider’ activation ensures retailers can meet those needs and maximise the sales opportunity.

“While having a diverse range helps to boost appeal with shoppers, with so much variety in the category, it can be hard for retailers to know where to start when refreshing their cider range. There are many factors to consider – for example, the flavour profile, brand heritage, sustainability credentials, formats, price point, level of premium, and ABV strength. By shining a light on the whole category, we want to spotlight the choices available and encourage retailers to explore their shoppers’ varying needs and demonstrate the breadth of choice available to help meet them.”

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