With summer finally here who better to talk cider with than Magners, the brand who first revolutionised the category back in early 2000s. Today it is still the no.1 packaged apple cider brand in the on trade in GB1 – which is quite the feat given how much the category has grown in this time. We hear from Matt Bentley, Cider Brand Director at C&C Group, about the trends shaping cider, the opportunities ahead and how Magners continues to stay ahead of the curve.
Cider is such a big part of C&C’s brand portfolio, what brands do you offer?
Cider is a huge part of C&C Group, both in the UK and Ireland but also globally – we’re the third largest cider producer in Europe (excluding the UK)2 and also have a footprint across the US and Australia.
Our cider portfolio offers a mix that appeals to variety of cider drinkers. At its heart is Magners, one of the most well-known and loved cider brands in the country with strong brand awareness amongst consumers. Last year saw significant investment in the brand which included the launch of Magnertism as well as a full rebrand across all touch points. We also took back our UK distribution from AB InBev giving us greater control of the brand across markets. As a result, Magners is back in growth for the first time and we are following up a busy 2025 with exciting plans that involves the search for the UK’s next stand-up star as we strengthen our position with comedy, which we know resonates well with our audience. Our ‘Share the Craic’ comedy search will offer a major platform for new voices in comedy with the winner awarded a month-long, funded slot on stage with Underbelly at Edinburgh Fringe 2026. Magners will also be showing up throughout the major arts festival with pouring rights across 13 venues as well as a dedicated Magners bar.
Magners portfolio includes Original, Dark Fruit and Magners 0.0%, which offers the same refreshing, great taste as our original cider just without the alcohol.
Also in the C&C portfolio is Orchard Pig, a premium apple cider with strong appeal. Crafted using the finest West Country apples, Orchard Pig has a balanced bitter and sweet taste with less bubbles making it a great accompaniment with food. This gives venues the opportunity to serve more occasions when they stock Orchard Pig.
Our most recent offering is OUTC!DER which delivers a refreshing take on traditional cider and is directed at younger drinkers in the category who we know are choosing cider as their drinks of choice. The brand has already seen significant success in Northern Ireland where it is the number one cider based on rate of sale3 and has recently expanded into England and Wales on trade in time for summer. In a sea full of apples and orchards, OUTC!DER gives venues the opportunity to offer something new in cider.
What do you think it is about the category that appeals to such a varied audience?
The development of the cider category over the years has meant that there’s now a fantastic choice of ciders available to venues that appeal to an even wider range of consumers.
The majority of drinkers are in the 34 to 49 category, but we know that when compared with other alcohol categories cider over indexes with a younger audience and is the favourite drink for 19% of Gen Z alcohol drinkers4. OUTC!DER is well placed to meet this with its incredibly fresh, sweet and intense apple flavour, that appeals to younger drinkers.
The range and versatility of cider is also helping the category play into more occasions, and it is now a drink more widely enjoyed all year round. Cider is becoming more relevant in food-led settings as brands like Orchard Pig highlight their place alongside food. This is enabling venues to play into increased occasions, particularly during summer months which is already a key time for the category.
Consumers are prioritising longer serves that offer good value for money – according to research recently undertaken by National Association of Cidermakers, cider came out higher than other drinks in all categories, including taste, quality and value for money5.
What do you think is next for cider in 2026 and what does C&C Group have planned?
In line with wider macro trends, we will see an increase in no and low variants with people increasingly moderating for various reasons and the rise of GLP-1 drugs. Moderation is now a part of modern culture and cider has been shown to be the most appealing option for non-drinkers considering such a drink, highlighting its importance on the bar. This can be seen across the category, with no and low cider up 21% volume growth year on year6.
Innovation will continue across the category with flavour being a key component across cider, as it is with beer, and we would expect to see seasonal releases and limited edition drops particularly as we come into the summer months. Despite continued cost concerns, consumers are still choosing to trade up and prioritise quality with demand for premium ciders continuing to grow.
Over the coming months we will continue to work closely with our customers in the on trade, both existing and new, supporting them to ensure they can maximise the category for their individual venues. From increasing dwell time and spend but also how to drive consumers into outlet. We’ve a great portfolio of brands, offering a mix that appeals to a variety of drinkers, and we’ve also got some exciting innovation plans in the pipeline. C&C is best placed to be the cider category partner of choice for venues across the UK – supported by our investment in cider, a diverse portfolio and robust brand strategies.
