.svg)
.png)
After years on the sidelines, cider is experiencing a remarkable resurgence across global markets. Once viewed as a niche or seasonal drink, cider is now riding a wave of renewed interest fueled by changing consumer preferences and product innovation. Industry reports project steady growth for the category worldwide - the global cider market reached an estimated $5.15 billion in 2024 and is on track to hit $6.86 billion by 2030 (5% CAGR). This broad-based growth suggests we may indeed be entering a “global cider renaissance,” with opportunities and challenges for alcohol brand owners and marketers alike.
Several factors are converging to drive this cider comeback. Health-conscious drinkers increasingly seek out gluten-free, lower-calorie alternatives to beer, and cider’s all-natural fruit basis fits the bill. At the same time, the craft beverage movement - which transformed beer and spirits - has spilled into cider, encouraging a proliferation of new styles and flavors. From Europe’s historic cider heartlands to emerging markets in Asia and Latin America, consumers are discovering (or rediscovering) the appeal of fermented apple and fruit beverages. In this article, we’ll examine the key trends behind cider’s global revival, the regional dynamics of the market, and what this means for alcohol brands aiming to capitalize on cider’s rising popularity.
The renewed interest in cider is not confined to one country - it’s a worldwide phenomenon. However, growth is playing out differently across regions, each with its own market characteristics:
Europe remains the largest cider market, accounting for about 37% of global cider revenue in 2024. Cider has deep roots in European drinking culture (especially in the UK, France, and Spain), and this heritage provides a strong foundation. What’s new is the innovation layered on top of tradition. European cider producers are introducing creative flavors and craft production methods that appeal to younger generations. The result is a surge in cider production and consumption across the continent. For example, the UK - Europe’s leading cider nation - has seen a boom in premium and craft ciders, leveraging its centuries-old orchard heritage while embracing new tastes. Brands like Kopparberg have attracted new drinkers with fruit-infused ciders, and independent cideries are experimenting with everything from single-varietal “fine ciders” to champagne-style bottle conditioning. Europe’s cider renaissance shows how a legacy category can reinvent itself with authenticity and flavor innovation.
In North America, cider is shaking off its former image and growing via the craft movement. The U.S. and Canada have witnessed a craft cider boom parallel to craft beer, driven by millennials and Gen Z consumers seeking unique, artisanal drinks. While North America’s share of the global cider market is slightly behind Europe’s, it has a robust and expanding consumer base - one research firm even noted North America accounted for about 40% of global cider revenue in 2024, though definitions vary. What’s clear is that interest is rising: American cider makers like Angry Orchard (owned by Boston Beer Co.) helped popularize cider by offering diverse flavor profiles, from crisp apple to rosé and dry-hopped variants. Smaller U.S. and Canadian craft cideries are flourishing as they focus on local orchard sourcing and creative styles (e.g. bourbon barrel-aged cider or co-ferments with other fruits). This craft ethos has elevated cider’s image and pricing in the market - on-trade data from 2024 showed cider growing in value even when volumes were flat, indicating consumers are willing to pay a premium for quality. North America’s cider revival is also bolstered by positioning cider as a “better-for-you” drink (gluten-free, generally lower ABV than wine) and by vibrant cider festivals that spread awareness of the category.
An unexpected hotspot in this global renaissance is Latin America, particularly Mexico. According to industry analysis, Mexico now holds the highest revenue share of the cider market in its region (Latin America) as of 2024. Cider’s growth in Mexico comes from a budding craft cider scene - new producers in Chihuahua, Puebla, Mexico City and beyond are introducing unique flavors and premium small-batch ciders that intrigue consumers. Traditionally, Latin American alcohol consumption leaned heavily toward beer and spirits, but younger drinkers are looking for alternatives. Cider, with its refreshing profile and “natural” image, is emerging as an appealing option. Cultural events like Mexico’s Festival Internacional de la Sidra (International Cider Festival) and local ferias de la sidra (cider fairs) have further boosted awareness and enthusiasm. The result is a fast-growing cider segment in Mexico, which could inspire neighboring markets. For brand owners, Mexico’s example shows that even regions without a long cider tradition can develop a taste for it when local entrepreneurs adapt cider to local palates (for instance, infusing tropical fruits) and create a buzz around the drink.
The Asia-Pacific (APAC) region is currently the most dynamic frontier for cider expansion. Though starting from a smaller base, APAC’s cider market is expected to grow at the fastest CAGR of about 5.9% in the coming years - outpacing all other regions. Driving this growth are emerging economies like China and India, where rising middle-class incomes and shifting social habits are opening the door for new beverage choices. Young adults in these countries are showing curiosity for international drinks, and cider’s novelty and flavor diversity attract them as a lighter alternative to beer or wine. Notably, China already became the largest cider market in APAC by 2024, fueled by an urban middle class willing to experiment. Local producers in Asia are innovating with regionally inspired ciders - for example, using fruits like lychee, yuzu, or Asian pear to create cider flavors that suit local tastes. In China, some brewers have even crafted a “baijiu cider,” blending traditional Chinese spirit with cider for a hybrid flavor.
Meanwhile, global brands are entering Asian markets via e-commerce and trendy bars, making cider more accessible. The success in APAC highlights the importance of cultural adaptation and targeted marketing: to win over these new consumers, cider brands often localize their messaging and flavor profiles. For alcohol brand leaders, Asia-Pacific’s growth signals a major opportunity - if brands can educate consumers and align cider with the region’s taste preferences, they stand to gain early-mover advantages in a rapidly expanding market.
Even the Middle East, a region with generally low alcohol consumption per capita, has seen pockets of growth in cider, perry, and related fermented drinks. Total cider/perry/mead consumption in the Middle East reached 878 million liters in 2024 (valued around $1.6 billion) and is projected to grow to 1 billion liters by 2035. This represents a modest 1.3% CAGR in volume and about 1.7% CAGR in value for the next decade - steady if not explosive growth. The dominant markets are countries like Turkey, Iran, and Saudi Arabia, which together account for roughly 73% of the region’s cider-related consumption. Much of this consumption is likely non-alcoholic or informal (given legal restrictions in some countries), yet it indicates a sustained regional taste for cider-type beverages. Interestingly, Lebanon stands out with the strongest growth momentum in value and per-capita terms - not surprising given its more liberal drinking culture and a burgeoning craft alcohol scene.
Overall, the Middle East example underscores that cider’s appeal (even if often non-alcoholic “apple cider” or traditional fruit ferments) can find a footing almost anywhere. Import activity is concentrated in markets like Israel and the UAE, but production remains largely domestic in many countries, pointing to local producers meeting local demand. For brands, the Middle East’s gradual uptick suggests a longer-term opportunity if and when regulations ease, and it reinforces the value of offering non-alcoholic or halal-friendly cider alternatives to cater to a broader audience in the region.
Underlying this global cider renaissance is a fundamental shift in what consumers want from their drinks. Today’s drinkers - especially younger adults in their 20s and 30s - are more adventurous and health-conscious than previous generations. This has profound effects on the cider category:
One noticeable trend is a pivot back to authentic apple cider and high-quality ingredients. During cider’s last boom in the early 2010s, the market was flooded with sweet, flavored ciders (berry, tropical fruit, etc.) that, while popular for a time, often contained more sugar than substance. Now, industry experts observe that growth is being driven by a renewed appreciation for classic apple cider profiles and traditional cider craftsmanship. “It’s back to the classic - back to apple,” notes cider expert Gabe Cook, highlighting that consumers are exploring the rich variations possible with apples alone (from dry and tannic West Country English styles to crisp, acidic New World styles). This doesn’t mean flavored ciders are dead - rather, flavor experimentation is becoming more sophisticated. Cider makers are introducing subtle botanical infusions, barrel-aged versions, or blends with fruits like pear, quince, or berry that complement (not mask) the apple base. The emphasis is on quality ingredients and balance, which elevates cider’s image from a sugary alcopop to a refined beverage choice.
Cider also benefits from aligning with health and wellness trends in alcohol consumption. As a gluten-free beverage made from fermented fruit, cider appeals to those who can’t or don’t drink beer for dietary reasons. Many ciders also have moderate alcohol content (typically 4-6% ABV for most mainstream ciders), which suits the move toward moderation. The category has seen a surge in low-alcohol and even alcohol-free ciders, providing options for sober-curious consumers. On the flip side, interest is rising in heritage “vintage” ciders that may be higher in alcohol (8-12% ABV), often achieved through traditional fermentation or ice-cider techniques. These high-end ciders are sipped more like wines. The coexistence of low/no-alcohol cider and stronger vintage batches shows cider’s versatility - it can serve both the wellness-oriented weekday occasion and the connoisseur’s special occasion. In the UK (one of cider’s most developed markets), low and no-alcohol cider sales have grown significantly in recent years, while artisanal farmhouse ciders have carved out a premium niche. Brands that offer a spectrum - from 0.0% cider for mindful drinkers up to bottle-conditioned dry cider for enthusiasts - are capturing both ends of the market.
Just as craft beer educated consumers to appreciate different hops or beer styles, craft cider is teaching people about apples. Around the world, drinkers are becoming more aware that cider isn’t one generic product but can vary dramatically based on apple varieties, terroir of orchards, and production methods. This growing knowledge has fueled premiumization. Fine ciders made from select heirloom apples, or those fermented with wild yeasts and aged like vintage champagne, are now finding their way onto high-end bar and restaurant menus. Some upscale restaurants pair gourmet ciders with food in place of wine, recognizing the complexity and food-friendliness of a well-made cider.
In Norway, for instance, a “pommelier” certification program was even launched to train experts in cider akin to sommeliers, underlining how seriously some locales now take their cider. Consumers are willing to pay more for these premium experiences, raising cider’s value perception. The bubble and sparkle of cider also position it as a casual celebratory drink - in some markets, it’s jokingly dubbed “the new Champagne” for millennial drinkers, as certain producers use the méthode champenoise (traditional champagne method) to create elegant sparkling ciders. All of this feeds into cider’s trendy renaissance: it’s seen as an authentic craft beverage with heritage, yet also contemporary and chic.
Experimentation remains a cornerstone of cider’s appeal. While apple is king, cider makers are broadening the category’s flavor palette, which keeps curious consumers engaged. Recent popular innovations include co-fermenting apples with other fruits (think apple-raspberry cider, or apple with hint of passionfruit), infusing spices and botanicals (cinnamon, ginger, hibiscus, etc.), and even hybrid styles like hopped cider (adding hops for a beer-cider crossover) or cider spritz (blending cider with sparkling water or wine for a lighter spritzer).
In Asia, as mentioned, local fruits have made their way into ciders, yielding unique products like Japanese yuzu cider or Indian mango cider. These localized flavors can be critical for winning over new demographics who might find a standard dry cider too unfamiliar. Importantly, flavor innovation is now often backed by authentic ingredients (real fruit juices, natural flavors) and savvy marketing, rather than the purely artificial concoctions of a decade ago. The result is a wider range of cider flavor profiles - from bone-dry to dessert-sweet, from clear and filtered to cloudy and farmhouse-style - which invites a broader consumer base. Younger drinkers, who value novelty and “Instagrammable” experiences, are especially drawn to limited-edition or seasonal ciders with creative flavors and colorful branding.
Another factor boosting cider’s fortunes is the effort to educate consumers and create experiences around cider. Ten years ago, many consumers had misconceptions - for example, assuming all cider is very sweet, or only for autumn hayrides. Now, cider associations and brands organize cider weeks, tastings, and competitions that showcase the diversity of the category. As consumers learn the difference between, say, an English dry cider and a French keeved cider, they develop a deeper appreciation and are more likely to explore the category further. Cider-centric bars and taprooms have popped up in cities from Portland to Tokyo, offering curated cider flights that can convert skeptics. Additionally, cider is increasingly featured in mixology: bartenders craft cocktails using cider as a base or mixer, highlighting its mix of acidity and fruitiness (for instance, cider sangrias or bourbon-cider punches). These cocktails introduce cider to new audiences and demonstrate versatility, positioning it as not just a bottled drink but a component in trendy beverages. All these consumer engagement efforts are critical in shedding cider’s old image and firmly entrenching it in modern drinking culture.
As consumer interest in cider climbs, the industry - from small artisans to global beverage giants - has been responding proactively. For established alcohol companies, cider offers a growth avenue beyond stagnant categories, while for indie cider makers, it’s a chance to shine on a bigger stage. Key developments include:
A cider maker plants young apple trees in a new orchard to expand production. Heritage cider producers like Thatchers (UK) are investing in orchards and sustainability to meet surging demand.
One literal sign of cider’s renaissance is trees going into the ground. Anticipating future demand, major cider producers are ramping up apple sourcing. In the UK, for example, family-owned Thatchers Cider recently planted 13,000 new apple trees in Somerset - a 50-acre orchard expansion - after reporting record cider sales and its highest turnover in 120 years. Ensuring a steady supply of quality cider apples (often specific tannic or high-sugar varieties not used for eating) is crucial for sustained growth.
Similarly, in France, traditional cider regions like Normandy are seeing renewed planting of cider apple orchards, sometimes with government or EU agricultural support, as cider gains prominence as an artisanal export. Even in the U.S., craft cideries have started estate orchards or partnerships with local growers to secure unique apple varieties. These investments demonstrate confidence in the category’s future - they are long-term plays, since apple trees take years to mature. Beyond orchards, companies are investing in production capacity and logistics: new cider presses, fermentation tanks, and packaging lines are being added. The goal is to avoid the supply bottlenecks that could occur if cider demand outpaces juice supply. For brands, this back-end development will be key to maintain product quality and consistency as they scale up.
The cider boom has not gone unnoticed by the world’s largest alcohol companies. In fact, many big brewers and beverage conglomerates have already positioned themselves in the cider space through acquisitions or brand extensions. Heineken, for example, owns the famous Strongbow brand and has launched innovative line extensions like Strongbow Rosé and Strongbow Zest (a citrusy light cider targeting younger consumers). AB InBev has rolled out ciders under its global brands (e.g. Stella Artois Cidre a few years back) and acquired local cider makers in growth markets. In 2024, Budweiser Brewing Group (part of AB InBev) launched “Brutal Fruit” - a premium fruit cider range in the UK - to reinvigorate interest in cider among cocktail-loving audiences.
Beer giants see cider as complementary to beer: it attracts a different segment (often more female, though that gap is closing) and can leverage existing distribution networks. Meanwhile, global spirit/wine companies like Diageo and LVMH have dipped into cider either via craft brand investments or by highlighting cider in their portfolio for on-premise sales. This influx of corporate investment brings marketing muscle to cider. We’re seeing more sophisticated advertising campaigns and sponsorships around cider, positioning it as a refreshing natural drink for social occasions (Strongbow’s global ads, for example, emphasize urban/outdoor refreshment). Large companies also push for wider availability - cider is now more commonly found in supermarket aisles and bar taps worldwide than it was a decade ago. However, these big players also face the challenge of keeping cider’s image authentic; many thus maintain the craft feel in their cider brands’ storytelling, or keep acquired brands operating independently to preserve their heritage appeal.
Even as multinationals expand, the heartbeat of the cider renaissance remains the independent craft producers who sparked it. Across North America, Europe, and Australasia, hundreds of small cideries have opened in the last 5-10 years, each bringing local character to the category. These artisanal producers often collaborate rather than compete cutthroat - sharing knowledge at cider conferences and even teaming up for collaboration brews (or rather, co-ferments). For example, an American craft cidery might collaborate with a French cidrerie to produce a special edition that blends cider styles, drawing interest from enthusiasts. There’s also cross-pollination with the craft beer world: breweries sometimes partner with cider makers to create hybrid “graff” (beer-cider mixes) or to exchange barrels for aging experiments. This collaborative spirit helps the cider community collectively raise its profile.
For brand owners, partnering with or investing in a credible craft cidery can lend authenticity and innovation to their portfolio. We’ve seen legacy brewers do this in beer, and similarly, a big beverage company aligning with a beloved local cider producer can be a win-win: the craft cidery gains distribution and funds, while the bigger company gains craft credibility and R&D ideas. One thing to note is that as consolidation slowly increases (with big firms buying stakes in successful cider startups), maintaining the diversity of cider flavors and styles will be important to keep consumers excited.
A notable aspect of how cider is marketed in this renaissance is the emphasis on provenance - the orchard, the apple varietals, the family tradition behind each bottle. Consumers are showing greater interest in where their drinks come from, and cider has a great story to tell in this regard. Marketing campaigns often highlight picturesque orchards, fourth- or fifth-generation cider-making families, and the seasonal nature of apple harvests. This storytelling not only differentiates cider from other drinks but also taps into the broader consumer desire for transparency and natural products. For instance, many cider brands now put the apple varieties used on the label, akin to wine grape varietals, or mention the region (e.g. “Made with 100% Herefordshire cider apples”). Some are even adopting sustainability angles - like promoting that apple orchards support biodiversity or using regenerative agriculture (as Thatchers did with their new orchard, improving soil health and capturing CO₂). For brand owners, doubling down on such authentic marketing is crucial. It sets cider apart from hard seltzers or mass-produced alcopops by reinforcing that cider is an agricultural product with heritage. Especially for premium positioning, the more you can tie your brand to real orchards and real people behind the product, the more it will resonate with today’s consumers.
To capture the broadening range of consumer tastes, cider producers are diversifying their product lines. This includes launching new variants - for example, a brand might offer a classic apple cider, a rosé cider (made with red-flesh apples or added berries for a pink hue), a hazy unfiltered cider, and a spiced winter cider, each targeting different occasions. Cider companies are also looking at packaging formats: beyond the traditional glass bottle, we now have craft ciders in cans (popular for outdoors and younger crowds), on draught at pubs, and in mini-keg or “bag-in-box” for festivals. The idea is to make cider available in the format that suits every drinking occasion. Innovation is also seen in cider-based RTDs (ready-to-drink cocktails) - for instance, canned cocktails that mix cider with spirits or other flavors. These extensions can bring in new consumers who might not pick up a straight cider but enjoy a cider cocktail. However, brands must balance innovation with coherence; it’s important not to stray so far that the identity of cider is lost. So far, most cider producers have smartly used innovation to highlight cider’s strengths (fruitiness, refreshment, natural image) rather than turning it into something unrecognizable.
For brand owners and C-suite marketing leaders in the beverage alcohol industry, the global cider renaissance presents both a promising opportunity and a strategic challenge. Here are key takeaways and considerations for those looking to ride this wave:
If your brand portfolio lacks a cider, now is a good time to consider developing one or acquiring an existing cider brand. Cider is one of the faster-growing segments in alcohol, and it can help you reach consumers that your beer, wine, or spirits products might not capture. That said, authenticity is crucial - launching a cider just to jump on the trend could fall flat if it doesn’t have a credible story or quality. Consider partnering with established cider makers or investing in craft brands to ensure you have both expertise and authenticity. A successful example is Heineken’s ownership of Strongbow and Blind Pig ciders, which gave it a range from mass-market to artisan within its portfolio. Any new cider product should fill a clear market gap (e.g. a dry craft cider in a market full of sweet ones, or a local-apple cider in a market craving homegrown produce) rather than just mimic what’s already there.
Position your cider offerings to capitalize on health-conscious and eco-conscious trends. For instance, highlight that your cider is gluten-free and made from fresh-pressed fruit with no artificial additives - this resonates with consumers seeking “better for you” alcoholic options. If your company has sustainability initiatives (organic apples, carbon-neutral brewing, etc.), tie those into the brand messaging. Many millennials and Gen Z consumers prefer brands that share their values, so a cider brand that supports local farmers or uses sustainable packaging can earn goodwill. Also, consider diversifying with a non-alcoholic cider or cider-based spritzer to serve the growing moderation movement. Offering a delicious 0.0% cider (essentially a craft sparkling apple juice) can draw in those who aren’t drinking alcohol but still want to participate in social toasts - potentially creating brand loyalty that might translate to alcoholic versions later.
With more players entering cider, differentiation will be key. Brands should focus on what sets their cider apart - whether it’s a unique regional apple variety, a special fermentation method, or a historical recipe. Use content marketing and on-the-ground events to educate consumers about these points of difference. For example, hosting guided tastings that teach people about cider styles, or publishing engaging videos about your orchard harvest, can deepen consumer appreciation. At the same time, keep innovating in a way that aligns with your brand’s identity. If you’re a heritage brand, maybe innovate through reviving old cider apple types or techniques (what’s old can be new again). If you’re a trendy urban brand, innovate with edgy flavors or collaborations (e.g. a cider made with a famous chef’s input for food pairings). Innovation isn’t just product-based - think experiential too: could you create a cider subscription service, a cider club for enthusiasts, or pop-up cider gardens in key cities? Such ideas enhance brand visibility and consumer engagement beyond the bottle.
Historically, cider sales have spiked in the warmer months (a refreshing summer drink) and again around autumn (aligned with apple harvest and holiday traditions). Data from 2024 in some markets showed volumes peaking in summer months like June-July-August. While it’s great to capitalize on these peaks with seasonal promotions (e.g. cider summer festivals, fall cider donut pairings), the real opportunity is to make cider a year-round beverage. Brand leaders should strategize on how to keep consumers drinking cider in the cooler months or post-holidays. One approach is positioning certain cider styles for winter - perhaps a mulled cider offering, or highlighting how dry ciders pair with winter foods just like wine. Another is to push cider in contexts beyond just casual drinking - for instance, cider in cocktails can be a year-round play, or cider at brunch (mimosa alternative) can work in any season. The more occasions you can credibly attach cider to, the more stable your sales curve will be through the year.
As we’ve seen, cider’s renaissance is global, but with local twists. If you operate in multiple markets, avoid a one-size-fits-all approach to cider. Instead, tailor your cider strategy to each region’s tastes and cultural context. In Europe, leaning into tradition and craft authenticity works well; in Asia, leading with trendy flavors or light, easy-to-drink profiles might gain more traction among new drinkers. In markets like the Middle East or parts of Asia with limited alcohol, perhaps focus on non-alcoholic cider variants or positioning cider as a premium soft drink. Localization can also mean using local ingredients - for instance, a cider in India might incorporate local mango or spices; a cider in Japan might celebrate the local Fuji apple variety. Marketing campaigns should also reflect local narratives - what resonates in one country (say, a pastoral orchard scene in England) might need a different spin somewhere else (perhaps a modern city rooftop cider party in East Asia). Brands that respect local culture and preferences while introducing cider will likely find the warmest reception.
Finally, brand strategists should keep an eye on cider’s competitive set. Remember that consumers have many choices - from craft beers to hard seltzers to wine spritzers - in the broader “refreshing alcoholic beverage” category. In recent years, hard seltzer stole some thunder from cider, especially in the US, by appealing to health-conscious drinkers with low-calorie, flavored options. However, seltzer growth has started leveling off, and cider can reclaim some of that audience by emphasizing its more natural, flavor-rich profile (real apples and fermentation vs. alcoholic soda water). Similarly, craft beer remains a strong competitor, but cider can differentiate by being gluten-free and fruit-forward. It’s wise to position cider not just as “beer alternative” but as its own distinct segment with a unique heritage - that way you’re not always in the shadow of beer or wine. Additionally, as new trends emerge (for example, kombucha-based alcohol or canned cocktails), consider how cider can participate or stand apart. Perhaps a hybrid product (like a cider-kombucha mix) could even turn a competitor into a collaborator. Being nimble and aware of adjacent categories will help in steering your cider brand through the competitive currents.
The evidence is clear that cider’s global renaissance is well underway - and it’s being shaped by consumers who value flavor, authenticity, and novelty in equal measure. From the heartland orchards of Europe to the trendy bars of Shanghai, cider is capturing imaginations as a drink that bridges tradition and modern lifestyle. For alcohol industry leaders, this resurgence is an invitation to innovate and engage: those who invest in quality, educate their consumers, and respect the craft origins of cider are likely to reap the rewards in brand equity and market share.
In the coming years, expect to see cider further diversify and premiumize, possibly narrowing the gap between it and categories like wine or craft beer in the eyes of consumers. Market forecasts suggest continued growth across all regions - notably strong in Asia-Pacific and steady in mature markets - so the cider segment is set to be an exciting space for product development and marketing creativity. Challenges will exist, of course: ensuring consistent apple supply amid climate concerns, combating outdated perceptions, and differentiating in a crowded market. Yet, the momentum is on cider’s side as more people discover its refreshing charm.
In summary, the global cider renaissance represents a perfect convergence of old and new: a storied beverage finding new life through innovation and changing consumer values. Brand owners who understand why cider is resonating - the desire for something authentic, flavorful, and experiential - can position their companies at the forefront of this growth. As cider continues to rise, it’s not just a revival of a drink, but a renaissance of the ideas of locality, craftsmanship, and diversity in the alcoholic drinks world. And that is something worth raising a glass to - cheers (or as they say in cider-making regions, wassail!).
.svg)
Industry intel in your inbox — from major headlines to expert insights, stay ahead in the business of alcohol.
.png)
.png)
.png)
%20(1).png)
.png)