Westons Cider has launched Stowford Press Sweet Apple, a sweeter, lower-alcohol option aimed at tapping into the expanding moderation market. This new cider features an ABV range of 1.2% to 4%, filling a noticeable void left by the decline in the fruit cider sector.
While apple cider continues to dominate the category, representing two-thirds of sales with a 5% annual growth, there is a notable shift in consumer preferences regarding alcohol levels. Ciders with an ABV under 4% now make up a third of total sales, but this area has traditionally been led by fruit ciders, which are currently experiencing an 8.5% decline year-on-year.
The introduction of Stowford Press Sweet Apple reflects changing drinking patterns, where authenticity and sessionable options are becoming key factors for consumers when making purchases.
With nearly 90% of UK consumers moderating their alcohol intake, there is an increasing demand for lower ABV selections that deliver on the craft experience. Many drinkers, who initially explored sweet fruit ciders, are now seeking more traditional apple-centric varieties that maintain the enjoyable sweetness they appreciate. As the fruit cider market shrinks, consumers are turning towards ciders crafted in a traditional manner. Stowford Press Sweet Apple is made from cider apples sourced within a 50-mile radius of Westons’ Herefordshire mill, which underscores the brand’s heritage while presenting a modern flavor profile.
Sally McKinnon, Westons Cider’s head of marketing and strategy, states, “We’ve seen shoppers become increasingly comfortable with lower ABV through fruit ciders. This launch builds on those preferences, bringing those same cues of sweetness and accessibility into the apple segment, with the authenticity, quality and craft credentials that Westons is known for.”
Described as lightly sparkling and refreshing, the new cider offers flavors of pressed English apple and soft pear, complemented by a hint of elderflower. It is positioned as a perfect choice for consumers seeking a premium cider ideal for leisurely social events.
The release follows a significant visual rebranding of the Stowford Press lineup last year, aimed at modernizing its presentation while respecting its traditional roots.
Beginning in April, Stowford Press Sweet Apple will be sold in Asda stores across the UK. To meet various consumption needs — from individual servings to larger social gatherings — the cider will be available in multiple formats: 500ml cans at an RRP of £1.30; 4 Packs priced at £4.00; and 10 Packs at £11.36.