Apple and premium draught cider are emerging as the clear winning trends shaping the UK on-trade, according to the Westons Cider Report 2026.
As drinkers trade up, pubs are preparing to make the most of a summer shaped by sport, sunshine, and social occasions.
The latest annual report from Westons Cider shows the vital role that the category plays behind the bar. Cider is now worth £2.04bn in the on-trade, with value up 3.1%, in part due to the rising cost per litre. This is paired with a clear shift to cater to consumer preferences, as premium draught cider taps rose by 10.8% over the past year.
While the number of licensed premises remains lower than pre-pandemic levels, cider continues to play a vital role behind the bar. Thirty-eight per cent of category volume and 64% of total cider value now comes from the on-trade.
The findings point to a category in confident health — one that is evolving with consumer tastes, creating stronger value for operators, and opening up fresh opportunities across premium apple, crafted, and low- and no-alcohol cider.
“Cider remains one of the most important drinks categories in the pub, and the on-trade continues to be a vital driver of value for the market,” said Sally McKinnon, head of marketing and strategy at Westons Cider.
“We’ve seen over the last few years that drinkers have been increasingly interested in more premium and crafted ciders, and this has been cemented by decision-makers clearly shifting their ranging to accommodate this.
“As well as creating a more engaging drinking experience for consumers, it’s also delivering strong margins for operators, which we know is crucial in today’s climate.”
The report highlights how premium draught apple cider continues to anchor the category and deliver strong returns for operators. Across the on-trade, draught cider accounts for 71.9% of value sales, while premium cider taps have been one of the key drivers of growth over the past year.
Numbers are significantly migrating from standard cider to premium cider, with an increase of 10.8% in the latter on draught. At the same time, drinkers are showing a growing willingness to trade up, with the average price of a pint of cider rising to £4.79 (+32p year on year).
This shift towards higher-quality cider reflects wider consumer behaviour across the on-trade. Drinkers may be visiting the pub slightly less frequently, but when they do, they are spending more, creating greater opportunities for premium drinks.
However, competition for draught taps is intensifying as operators introduce more no- and low-alcohol beer options (+28.3%). This means cider increasingly needs to justify its place on the bar through strong rate of sale.
Looking more closely and the premium end of the cider spectrum clearly shows the continued opportunity for the Crafted sub-sector. Crafted cider now makes up 12% of total UK draught cider sales, but significantly represents 14% of value share as the segment commands a much higher retail selling price than its mainstream counterparts.
The crafted category is incredibly diverse, with a mix of styles on offer, all with premium credentials, authenticity, and provenance at their core. Vintage cider is a credible signpost of craftsmanship and allows producers to confidently claim these higher authenticity cues.
These premium brands also seamlessly complement the ever-expanding premium world lager category, which has seen growth of 2.5% on tap.
“Vintage ciders are increasingly becoming a trusted sign of quality, making them an attractive option on draught, where space may be limited,” said McKinnon. “Pairing crafted cider and premium world lager together makes for a powerhouse duo on the front bar, keeping customers happy and delivering profit in ever pint.”
The full report — including impartial stocking advice for operators — is also available for digital download here.
