A fresh pick for shoppers: Stowford Press launches lower ABV Sweet Apple cider to drive category growth

Stowford Press, from the UK’s leading authentic cider maker Westons Cider, is set to expand its range with the launch of Stowford Press Sweet Apple. This lower ABV, sweeter apple flavour is designed to meet evolving drinking habits while unlocking growth for the cider category.

As the latest Westons Cider Report revealed, Apple cider continues to lead the category, accounting for two-thirds of sales with value up 5% YOY^[1]. At the same time, moderation is reshaping purchasing decisions as ciders between 1.2% and 4% ABV now make up a third of sales^[2].

Fruit ciders have long dominated the sub-4% ABV space, but with the segment now in decline (-8.5% YOY^[3]) as drinkers shift towards more authentic, traditionally made options, a clear gap has opened.

Stowford Press Sweet Apple has been created to unlock this opportunity – bringing a lower ABV, sweeter apple cider into the market to re-engage shoppers and drive incremental sales. Building on the behaviour that fruit ciders have established, it offers a natural next step for consumers seeking a more sessionable cider, without compromising on taste, quality or authenticity.

Lightly sparkling and easy drinking, the cider delivers fresh notes of pressed English apple, soft pear, and a delicate hint of elderflower. Gently sweet yet balanced, it offers a contemporary take on traditional apple cider that will appeal to a broad range of cider drinkers, from new entrants to the category to those looking for moderation.

Sally McKinnon, Head of Marketing & Strategy at Westons Cider, comments: “We’ve seen shoppers become increasingly comfortable with lower ABV through fruit ciders. This launch builds on those preferences, bringing those same cues of sweetness and accessibility into the apple segment, with the authenticity, quality and craft credentials that Westons is known for.

“With around 90%^[4] of UK drinkers moderating their alcohol consumption in some way, there is a clear opportunity for retailers to tap into this demand. Stowford Press Sweet Apple offers an exciting new choice – distinct from other brands and RTD options – that’s ideal for relaxed, social occasions or unwinding at the end of the day.”

As an independent cider maker, Westons crafts all its cider using traditional cider apple varieties, all sourced within a 50-mile radius of its Herefordshire mill. This same commitment to traditional craft underpins the production of Stowford Press Sweet Apple.

This extension of the range follows a fresh new look for Stowford Press which launched last year, designed to reinforce the brand’s modern appeal, while retaining its heritage and roots.

Stowford Press Sweet Apple 500ml cans (RRP: £1.30), 4 packs (RRP: £4.00) and 10 packs (RRP: £11.36) will launch in Asda stores nationwide from April.

Founded in 1880, Westons Cider has been crafting premium cider for five generations. Alongside Henry Westons – the brand featuring the UK’s number one cider SKU and number one vintage cider – Stowford Press sits at the heart of its portfolio, combining authenticity, craft, and modern appeal.