Westons Cider is urging retailers to capitalise on what it predicts will be a “historic” winter for cider sales.

The supplier forecasts record cider sales due to the first winter World Cup falling in between Halloween and Christmas, combined with the increasing year-round sales of cider.

Last year, cider sales jumped 25% compared to November.

“With the FIFA World Cup taking place in the winter for the first time this year, an exciting opportunity has opened up for cider. If retailers can stock up in advance, and communicate the events to customers, they will be able to reap the benefits from Halloween right through Christmas party season and into the new year,” said Darryl Hinksman, head of business development at Westons Cider.

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“By bringing forward any Christmas offers or advertising to mid-November, creating off-shelf displays and prioritising bestsellers such as our Henry Westons Vintage – which now sells one bottle every second – retailers will be able to capitalise on increased sales from the World Cup and see escalated sales transition seamlessly into the festive period.”

The supplier recommends stocking its leading sellers, including six- and eight-packs of Henry Westons Vintage and the Stowford Press 10-pack, which has seen a 292% annual sales increase.

It also recommends stocking its Stowford Press Apple Cider pint can four-pack, as pint cans significantly overtrade in convenience.

“When it comes to family get togethers at home, larger pack formats which cater to moments of ‘togetherness’ are paramount,” said Hinksman. “Multipacks continue to be popular choices for shoppers – this can be seen especially in the performance of our Stowford Press 10-pack which is significantly outperforming market growth. By stocking a variety of larger pack sizes retailers can rest assured that they are tapping into a key seasonal trend which will help drive sales year-round.”

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