From festivals and barbecues to impulse buys and planned gatherings, Molson Coors Beverage Company’s UK sales director Kevin Fawell reveals how the right cider sales strategy can drive footfall, boost basket spend and keep your store front-of-mind for thirsty shoppers.
Summer is more than a season – it’s a sales moment. From park picnics and casual barbecues to big-name festivals, these warm-weather moments fuel a surge in spontaneous purchases.
With the cider category worth £618m annually to the convenience channel [Circana] and premium fruit ciders typically gaining share of overall cider sales during the summer [Circana], getting your cider range right could unlock serious value across a variety of summer occasions.
If you’re a convenience retailer, this is your time to shine. Be ready, be visible, and be chilled.
Key summer sales opportunities for cider
First things first, you need to identify your key summer moments to get stores ready and make the most of the opportunities they present.
One standout opportunity in August will be festivals. According to our research [Molson Coors], 31% of festival-goers now bring their own drinks to events when camping or bringing picnics – a savvy cost-saving trend that could spell big business for local stores. While just over half stock up before they travel, a significant 38% do so on route – making it even more of an opportunity for convenience retailers. And with an average food-and-drink spend of £89 per person per festival [Molson Coors], these shoppers aren’t just browsing, they’re buying.
And let’s not forget outdoor social gathering occasions like barbecues or picnics, which are in full flow amid the warmer weather. These occasions also present a prime opportunity for convenience retailers, as shoppers look for quick, local solutions for last-minute food and drink needs.
What shoppers want from the cider fixture and how to deliver it
So how do you deliver a cider offering that caters to the needs of all your adult shoppers?
1. Cold is sold
Cider drinkers often decide at the shelf, so it’s crucial to keep best-selling SKUs in eye-line chillers, particularly single 500ml cans. To meet both immediate refreshment and future take-home needs, consider dual siting in chilled and ambient areas.
Feature cider in chillers at key times of day (post-5pm, sunny weekends) and if your store has digital signage or hot spots near the entrance, use them.
2. Formats for all occasions
Shoppers are going to be buying for a wide range of occasions during summer, and it is important to remember that one size doesn’t fit all. Making your range serve a range of missions is key.
Single 500ml cans for that grab-and-go occasion now account for 69% of all packaged fruit cider volume [Total]. To tap into this, Rekorderlig, the UK’s third-largest premium fruit cider brand by value [Circana], launched Wild Berries and Peach-Raspberry in 500ml single cans this May. Position single cans prominently in chillers and front-of-store to tap into impulse buys and those on-the-go occasions.
Then multipacks target a whole other range of social occasions, perfect for sharing, and value-focused shoppers. Options like Rekorderlig’s 4x330ml and 10x330ml multipacks work well for shoppers wanting to plan ahead – especially when merchandised near snacks, dips, or meal deals.
These Rekorderlig formats not only cater to all occasions but also offer a lighter, fruit-forward refreshment at 3.4% ABV.
3. Range for all tastes and needs
A broad cider range attracts more shoppers and unlocks more missions.
To ensure you’re meeting diverse shopper needs, your range should include fruity favourites like Rekorderlig’s Wild Berries and Peach-Raspberry – the no.1 and no.2 best-performing Rekorderlig flavours [Circana] – alongside Passionfruit, Strawberry-Lime, Peach-Raspberry, and Mango-Raspberry variants.
It’s also important to offer dry, super-premium options, such as Aspall Cyder, the number one super premium cider in the UK [Circana], and don’t overlook the growing demand for moderation: low/no alcohol SKUs like Rekorderlig Alcohol-Free Strawberry-Lime are key to cater to the increasing number of drinkers choosing to moderate their alcohol intake [Kantar].
4. Summer set-ups that sell
To make the most of key summer moments, retailers should also think beyond the chiller and use their space creatively. By building in-store theatre and themed zones tailored to seasonal occasions, stores can inspire shoppers, prompt impulse buys and, ultimately, increase basket spend.
One effective tactic is cross-merchandising cider with seasonal triggers like barbecue kits, picnic snacks, burger buns and ice bags – creating visual prompts that drive seasonal sales.
Standout POS and secondary displays are also essential for boosting impulse buys, with Rekorderlig’s £1.4m ’Find Your Fruktig’ campaign, featuring sampling, outdoor, and in-store media, set to drive footfall and awareness all summer long.
Finally, simple, themed occasion zones such as ’Garden Get-Together Essentials’ with all-in-one baskets will help make it easy for shoppers to grab everything they need in one go.
Making cider work year-round for your store
And remember, cider isn’t just for summer – it’s a year-round winner. Despite its sunny-season reputation, cider pulled in over £168m in value sales during November and December alone last year [Circana].
No matter what the season, having options to meet the different tastes and occasions for consumers is key.
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