Heineken UK has announced the return of its ‘Explore A World of Cider’ campaign for 2025, following its successful launch last year.
Activated across select convenience stores, grocery stores, and wholesalers, the campaign will be brought to life through a series of in-store and in-depot activations from August to September, aiming to support retailers in tapping into cider sales during the summer.
In the UK, the cider category is worth £1.2bn, with the grocery channel accounting for £819m and convenience £372m. Heineken noted that Cider consistently over-trades during the summer and August bank holiday, presenting retailers with an opportunity to invest in the category.
“We’re excited to announce the return of this campaign, bringing our full portfolio of cider brands together once again,” said Rachel Holms, Cider Brand Director. “The diversity among the brands demonstrates how much opportunity there is for retailers to tap into. No matter the occasion this summer, the World of Cider activation ensures retailers can meet those needs and maximise the sales opportunity.
“With cider drinkers looking to discover new flavours, this summer is set to bring huge opportunity for retailers to boost spend by providing shoppers with the opportunity to discover new tastes. We are also seeing consumers reassess their alcohol consumption and we fully encourage retailers to create excitement around moderation, wellness, and low-ABV and 0.0 per cent options. Retailers can boost sales by offering innovation to shoppers through stocking new variants of well-loved brands such as Inch’s 0.0.
“With these emerging trends to consider, and Heineken UK having such a wide portfolio of brands, it can be hard for retailers to know where to start when refreshing their cider range. By shining a light on the whole category, we want to spotlight which brands retailers should prioritise to tap into shoppers’ varying needs.”
