Heineken is introducing two new variants under its Inch’s Cider brand – Cloudy (ABV 4.0%) and 0.0, the first de-alcoholised cider in the UK market. The new SKUs will be available across grocery, wholesale and convenience channels.
The company noted that the launch of Inch’s 0.0 is a major advancement for the brand, adding a premium option to the fast-growing no- and low-alcohol market. It will be available in 4x440ml multipack cans with an RRP of £4.00 (£3.50 on promotion).
Amalka Woodall, Quality Technologist at Hereford Ciderie, commented: “This process of de-alcoholisation 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.”
Meanwhile, Inch’s Cloudy is a lightly sparkling, naturally cloudy cider, made with British apples. Available in 4x440ml (RRP: £5.65 / £4.75 on promotion) and 10x440ml multipacks (RRP: £11.50 / £9 on promotion), the off-trade exclusive aims to appeal to younger cider drinkers looking for a naturally sweeter drink.
Rachel Holms, Cider Brand Director at Heineken UK, said: “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.
After launching in 2021, Inch’s now has the highest value share growth (4.6%) 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 £819m in grocery and 372m in convenience.
