Heineken UK adds two new variants to its Inch’s cider brand
Heineken UK plans to revitalise the apple cider market with the launch of two new varieties under its popular Inch’s Cider brand – Inch’s Clou (dyABV 4.0%) and Inch’s 0.0, the first dealcoholised cider in the UK market, according to the drinks maker.
The new SKUs will be offered through convenience, wholesale, and supermarket stores.
Since launching in 2021, Inch’s now has the highest value share growth (4.6%) (source: Nielsen ScanTrack, 28.09.24, Total Coverage) of any cider in the UK and saw an overall sales increase of 47% in 2024. The brand has added £16m to the category, which sits at £819m (source: NielsenIQ MAT to 19th October) in grocery and £372m (source: NielsenIQ MAT to 19th October) in convenience. By adding the new SKUs to their chillers, retailers can) capitalise on the brand’s popularity and grow their sales during peak cider-drinking seasons, including Easter, bank holidays and the summer.
The launch of Inch’s 0.0 – the first dealcoholised cider in the UK – is a major advancement for the brand, adding a credible, premium option to the booming no- and low-alcohol market.
The no-ABV alternative to Inch’s Medium Apple will allow retailers to create excitement around moderation and wellness. Available in 4x440ml multipack cans, Inch’s 0.0 is a first of its kind, adopting the same thirst-quenching flavour as the original, with a fresh apple aroma in the form of a lightly sparkling cider.
Amalka Woodall, quality technologist at Hereford Ciderie notes that the process of dealcoholisation has ensured that Inch’s 0.0 retains the flavour that our Medium Apple cider has become so well-known for, and which we see as essential characteristics in a perfect cider.
“Ciders that have alcohol removed sometimes miss their sensory characteristics which can make the product taste thin and watery, whereas we have worked hard to ensure that none of the depth and character of Inch’s Medium Apple is lost throughout the process,” Woodall says. “It’s been a challenge, but after two years of research, development and collaboration across multiple teams, we’re proud to introduce this UK-first for Heineken UK, and marking an exciting step forward in offering more choice to cider lovers without compromising on taste.”
Inch’s Cloudy is a lightly sparkling, naturally cloudy cider, crafted with juicy British apples to create a crisp, highly refreshing and light summer staple. Available in 4x440ml and 10x440ml multipacks, the off-trade exclusive aims to appeal to younger cider drinkers looking for a naturally sweeter innovation, and attract new consumers into the category.
Rachel Holms, cider brand director at Heineken UK, says: “We know that cider lovers are looking for exciting, high-quality options that match their lifestyle and preferences. With Inch’s Cloudy and Inch’s 0.0, we’re delivering innovation that not only tastes great but also challenges perceptions of what apple cider can be.
“We’re confident these new additions will drive further growth in the category while reinforcing Inch’s reputation as a fresh, modern cider brand – encouraging existing Inch’s fans to explore new tastes, and providing a credible option for those who are looking to moderate their alcohol consumption.”
