HEINEKEN UK is set to reinvigorate the apple cider category with the introduction of two new variants under its booming Inch’s Cider brand – Inch’s Cloudy (ABV 4.0%) and the first dealcoholised cider in the UK market, Inch’s 0.0. The new SKUs will be available across grocery, wholesale and convenience channels.
Since launching in 2021, Inch’s now has the highest value share growth (4.6%)1 of any cider in the UK and saw an overall sales increase of 47% in 2024. The brand has added £16m to the category, which sits at £819m2 in grocery and 372m3 in convenience. By adding the new SKUs to their chillers, retailers can capitalise on the brand’s popularity and grow their sales during peak cider-drinking seasons, including Easter, bank holidays and the summer.
A category-first: Inch’s 0.0
The launch of Inch’s 0.0 – the first dealcoholised cider in the UK – is a major advancement for the brand, adding a credible, premium option to the booming no- and low-alcohol market.
The no-ABV alternative to Inch’s Medium Apple will allow retailers to create excitement around moderation and wellness. Available in 4x440ml multipack cans, Inch’s 0.0 is a first of its kind, adopting the same thirst-quenching flavour as the original, with a fresh apple aroma in the form of a lightly sparkling cider.
Amalka Woodall, Quality Technologist at Hereford Ciderie comments: “This process of dealcoholisation has ensured that Inch’s 0.0 retains the flavour that our Medium Apple cider has become so well-known for, and which we see as essential characteristics in a perfect cider.
“Ciders that have alcohol removed sometimes miss their sensory characteristics which can make the product taste thin and watery, whereas we have worked hard to ensure that none of the depth and character of Inch’s Medium Apple is lost throughout the process. It’s been a challenge, but after two years of research, development and collaboration across multiple teams, we’re proud to introduce this UK-first for HEINEKEN UK, and marking an exciting step forward in offering more choice to cider lovers without compromising on taste.”
A fresh take on apple cider: Inch’s Cloudy
Inch’s Cloudy is a lightly sparkling, naturally cloudy cider, crafted with juicy British apples to create a crisp, highly refreshing and light summer staple.
Available in 4x440ml and 10x440ml multipacks, the off-trade exclusive aims to appeal to younger cider drinkers looking for a naturally sweeter innovation, and attract new consumers into the category.
Rachel Holms, Cider Brand Director at HEINEKEN UK, says: “We know that cider lovers are looking for exciting, high-quality options that match their lifestyle and preferences. With Inch’s Cloudy and Inch’s 0.0, we’re delivering innovation that not only tastes great but also challenges perceptions of what apple cider can be.
“We’re confident these new additions will drive further growth in the category while reinforcing Inch’s reputation as a fresh, modern cider brand – encouraging existing Inch’s fans to explore new tastes, and providing a credible option for those who are looking to moderate their alcohol consumption.”
HEINEKEN UK is supporting the launches with a nationwide ATL campaign – including TV, social media, digital and OOH activations, running from April to September. Its ‘The Really Good Cider’ campaign will highlight the brand’s sustainability ambitions while driving its really appley, really drinkable and really delicious taste, making it unmissable for UK shoppers this summer.
Retailers can find out more about how to maximise their cider category sales by visiting HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. The scheme encourages the development of a profitable and trending beer and cider range and offers rewards which increase based on their level of participation.
1 Nielsen ScanTrack, 28.09.24, Total Coverage
2 Source: NielsenIQ MAT to 19th October
3 Source: NielsenIQ MAT to 19th October
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