CHANCE Clean Cider – the UK’s first dedicated non-alcoholic cider – is arriving in 250 M&S stores across the UK from 23rd September.

The new listing marks the brand’s first entry into retail and is a major milestone for CHANCE, which was launched in 2024 by John Logue (previously Lucky Saint and CROSSIP) on a mission to offer consumers more options when choosing not to drink alcohol.

CHANCE is made using 100% British cider apples at Aston Manor in Worcestershire. The alcohol is carefully reduced down from an award-winning, full-strength (8.2% ABV), Three County Apple cider to deliver a crisp, full flavour, non-alcoholic cider.

Following decades working in the drinks industry, including Diageo and Rekordelig, Logue saw a gap for a dedicated non-alcoholic cider brand. His mission is to do for alcohol-free cider what Lucky Saint has done for beer – build a premium brand capable of leading the space.

Launching CHANCE into 250 M&S stores across the UK will offer shoppers more choice in the low & no category. Logues comments:

We’re incredibly excited to see CHANCE bottles arrive on the shelves at M&S. As a small, independent brand that launched just two years ago, seeing CHANCE now stocked at one of the UK’s most-loved and iconic retailers is beyond what we could have ever imagined.

M&S has always been synonymous with those little moments of indulgence, and CHANCE fits perfectly into that. Whether it’s paired with weekday picky bits, packed for a weekend adventure or simply enjoyed after a long day in the office, CHANCE offers another option for those choosing not to drink alcohol for every occasion. We can’t wait to see how M&S customers enjoy CHANCE!

The cider industry contributes almost £2.7 billion to the economy, yet non-alcoholic cider remains relatively underrepresented on retail shelves. Logue continues:

Typically we have seen alcohol-free beers and spirits dominate the shelves, but cider hasn’t really had its moment – until now! M&S has clearly recognised the huge opportunity. Cider is naturally fruit-forward, and CHANCE is gluten-free and vegan-friendly – ticking many of the boxes that Gen Z and Millennial drinkers are looking for.

CHANCE is the first dedicated 0.5% ABV cider brand to land in M&S. Rob Grimes, beers and cider buyer for M&S, comments:

We’re thrilled to welcome CHANCE to the alcohol-free range from 23rd September. It’s a brilliant example of an independent brand doing something genuinely exciting in the alcohol-free cider space, and a perfect fit as we continue to grow our low and no range.

Nick Dolan Chairman & CEO Real Drinks, distributor for CHANCE, added:

At Real Drinks, we’re proud to be working with CHANCE Cider and to see the brand secure its first major grocery listing with M&S. CHANCE brings something genuinely different to the alcohol-free category, with its award-winning cider that delivers on both quality and taste. We’re confident the range will perform strongly on shelf and resonate with M&S customers looking for an exciting new alcohol-free option.

CHANCE Clean Cider will arrive in M&S stores from 23rd September priced at £2.25 per 330ml bottle.