Why now is the time to export British cider

Cider has long been a staple of the UK pub scene, but the category is evolving. The UK cider market is now worth over £3 billion annually, including around £2 billion in pubs, bars and restaurants. Premium craft styles are gaining traction, and the sector is showing steady value growth, even as overall consumption softens – reflecting a wider shift towards more considered, quality-led drinking. At the same time, growing global interest in authentic craft beverages is creating new opportunities for British cider exporters. 

How big is the UK cider market today?  

The UK cider market remains one of the most established in the world, with deep roots in both hospitality and regional production. In pubs, bars and restaurants alone, cider accounts for around £2 billion in annual sales, underlining its continued importance within the on trade. 

Cider plays a consistent role in UK hospitality, with many venues stocking multiple draught and packaged options to cater to a broad range of tastes. Draught cider dominates sales – accounting for over three-quarters of cider served in pubs.  

This strong domestic presence matters beyond the UK. A well-established home market can help build credibility internationally, giving overseas distributors and buyers confidence in both the category and the producers behind it. 

In practical terms, the UK market demonstrates: 

• Consistent demand across pubs, bars and restaurants 

• Strong visibility within the on trade 

• A mature category with established consumer awareness  

Why are premium and craft ciders driving growth? 

While overall consumption has softened, there is clear momentum in the premium and crafted end of the cider category. More consumers are choosing to drink less but better, with increased interest in quality, provenance and production methods.  

Craft and premium ciders have benefited from this shift, with growth seen in both retail and hospitality settings. These products often emphasise: 

• Traditional orchard apple varieties 

• Smaller-scale or specialist production methods 

• Distinctive and more complex flavour profiles 

At the same time, growth is not evenly distributed across the category. While premium apple and crafted ciders are expanding, some flavoured cider segments have begun to decline, indicating a shift in consumer preference towards more traditional and quality-led options.  

This aligns with a wider shift in consumer behaviour, where drinkers are increasingly prioritising: 

• Quality over quantity 

• Authenticity and provenance 

• Products with a clear story behind them 

There are clear parallels with the rise of craft beer, where storytelling and perceived quality have helped reshape the category. Cider appears to be following a similar path, with premiumisation driving value even where volume growth is more modest. Crafted cider has become a key driver of category growth, now accounting for a significant and increasing share of total value. 

Alongside this shift towards premium products, moderation is becoming an increasingly important trend. Growth in low- and no-alcohol options, as well as lower ABV ciders, reflects changing attitudes towards alcohol, and presents further opportunities for producers to diversify their offer.  

Is global demand for cider increasing? 

Cider remains a smaller category globally than beer or wine, but it is gaining attention in a number of markets, particularly where consumers are seeking new and differentiated drink options. Growth in the wider craft beverage sector has opened the door to alternative drinks, with consumers showing greater willingness to explore beyond traditional choices. 

In markets such as North America and parts of Europe, cider has benefited from this trend, often positioned: 

• Alongside craft beer in bars and retail 

• As a lighter or fruit-based alternative to beer 

• As an accessible option for newer or more casual drinkers 

Its natural ingredients and wide range of styles make it appealing to a broad audience. 

For example, the cider category in the Czech Republic has long been defined by extremes. On one side, there are very dry, sharply acidic craft ciders inspired by traditional French and Spanish styles. On the other, mass market products with low juice content that lean more towards sweet, flavoured drinks than genuine cider. 

While the category remains relatively underdeveloped, with annual consumption at around 25 million litres, there are clear signs of change. Younger consumers are increasingly exploring alternatives to beer, wine and traditional mixed drinks, creating an opportunity for cider to carve out a more meaningful place in the market. 

While demand varies by market, there are signs of increasing awareness and curiosity – particularly for premium and imported products with a strong story behind them. With the global on trade projected to grow steadily in the coming years, British producers are well-positioned to capture a share of this expanding international landscape. 

Why does British cider export well internationally? 

The UK has a long-established reputation as a cider-producing country, with its southern regions recognised globally for their orchard heritage and traditional production methods. This concentrated regional expertise serves as a powerful asset, providing the authenticity and provenance that international buyers increasingly value.  

British cider often carries a strong sense of place, supported by storytelling around: 

• Orchards and growing conditions 

• Apple varieties and blends 

• Traditional and modern production techniques 

  
  

For international buyers and consumers, this adds authenticity and helps differentiate products in a competitive drinks landscape. 

There is also a natural alignment with other successful UK exports, such as craft beer and premium spirits. For distributors already working with British drinks, cider can: 

• Complement an existing portfolio 

• Offer something slightly different within a familiar category 

• Appeal to consumers looking for new but recognisable products 

What should cider producers consider before exporting? 

Exporting cider involves more than identifying demand. Producers need to carefully assess which markets are the best fit for their product, considering factors such as consumer preferences, pricing expectations and existing competition. Cost pressures are also shaping export decisions, with rising production, packaging and logistics costs, alongside evolving regulatory requirements. 

Key considerations include: 

• Market selection – which countries have the right demand and positioning for your product 

• Packaging formats – bottles, cans or draught depending on cost, sustainability and local preferences 

• Regulatory requirements – labelling, alcohol content rules and import processes 

• Brand positioning – how your cider will stand out in a new market 

  
  

One of the most important factors is distribution. The right partner can make a significant difference to how a product is introduced and received. 

How can cider producers find the right international distributors? 

 

Identifying and securing reliable distributors is often one of the biggest challenges for producers looking to export. Each market has its own landscape, and building relationships from scratch can be time-consuming and resource intensive. 

Strong distributor partnerships are key to long-term success. The right partner will: 

• Understand the local market and consumer preferences 

• Have established routes to market 

• Be able to represent and position the brand effectively 

  
  

This is where export specialists like Cheers Global can prove invaluable, supporting producers by: 

• Identifying suitable international markets 

• Introducing vetted and relevant distributors 

• Supporting the early stages of export relationships 

• Helping to build long-term, sustainable growth 

Key takeaways: exporting British cider 

• The UK cider market remains resilient, with value growth despite softer volumes 

• Premium and craft ciders are driving value growth 

• International interest in alternative and heritage drinks is growing in selected markets 

• British cider benefits from strong provenance and reputation 

• The right distributor partnerships are essential for successful export 

A growing export opportunity for British cider 

The UK cider category continues to demonstrate its resilience at home, while evolving in line with changing consumer preferences. This evolution is being shaped by premiumisation, changing consumer habits and a growing focus on authenticity. 

At the same time, international markets are becoming more receptive to alternative and heritage drinks. Success in these markets will depend on clear positioning, strong storytelling and the ability to adapt to local trends such as moderation, health and value perception.  For British cider producers, this presents a timely opportunity to explore export as part of their growth strategy. 

With the right approach – and the right partners – cider has the potential to reach far beyond its traditional markets and become an increasingly visible part of the UK’s global drinks export story. 

If you’re interested in taking your cider to international markets, contact Cheers Global to find out how we can help. 

To the best of our knowledge, all information was accurate at the time of publishing in March 2026, with the Westons Cider Report 2026 as a primary resource for market data.