Kopparberg Crisp Apple has overtaken Inch’s to become the second-fastest-selling apple cider by volume in the free trade, reaching the position within 18 months of its January 2025 launch.
Already pouring in more than 1500 outlets nationwide, Crisp Apple has climbed from third place for volume rate of sale in its launch year to second. Draught sell-in volume grew 106% from January to August.
Head of marketing at Kopparberg UK, Rob Salvesen, said: “Over the past Summer, Kopparberg Crisp Apple was backed by our biggest marketing spend to date and our Live Nation partnership got the drink into people’s hands at festivals and gigs across the UK.
“We want consumers to discover it there, enjoy it, then ask for it in their local – and we will be going even bigger next year with our sights firmly on the number 1 spot!”
Salvesen continued: “Every tap must earn its keep and Kopparberg Crisp Apple is already ahead of Inch’s for rate of sale in the free trade. That should give publicans confidence when they’re deciding what goes on the bar.”
Kopparberg launched Crisp Apple in response to growing interest in sweeter, more accessible apple cider among younger adults.
Kantar data shows that apple cider’s share of wallet among younger drinkers rose 61% between June 2022 and June 2024.
Kopparberg also claims the highest penetration among 18 to 24-year-olds of any beer or cider brand.
The brand poured at more than 60 festivals this summer through its Live Nation partnership, which also extends to concert venues hosting over 4000 concerts, creating more opportunities to introduce Crisp Apple to younger adult drinkers and build demand beyond the festival bar.
The growth extends across Kopparberg’s On-Trade business. Strawberry & Lime draught sell-in volume grew 59% from January to July. Nielsen CGA shows the brand up 11% year to date, while Kopparberg’s company sell-in figures are further ahead, with volume up 32%.
That growth is translating into share, with Kopparberg adding +0.8% volume share across total cider and 0.7% within fruit cider.
