Focus On - Christmas Essentials

Brought to you by: Plan for Profit 13 BEER, LAGER & CIDER Cider grew across all subcategories in December, led by mainstream and strong, with premium and value also adding to gains. Low/No stood out as the fastest-growing segment, reflecting changing festive choices. 1 Flavoured and Low/No lead growth Premiumisation As with beer, Christmas saw shoppers trading up to premium cider, choosing trusted brands that feel special for gifting and hosting. Cider grew strongly in December, with Flavoured and Low/No options driving the quickest growth and broadening its appeal among younger and moderation-minded shoppers. Cider Flavoured 1 Low/No 1 Henry Westons Vintage 500ml Kopparberg Strawberry & Lime 500ml Thatchers Katy 500ml Standout performers: 1 Iconic brands drive festive choice Festive sales were boosted by iconic and premium brands, proving loyalty to recognised names at Christmas. Kopparberg +43% 1 Strongbow Dark Fruit: +24% 1 Strongbow Original: +17% 1 Henry Westons Vintage: +20% 1 +39% +28% Cider Category Value Increase - Nov to Dec 2024 Value Increase (£m) 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 Low/ No Mainstream Premium Strong Value +£4.0m +£543k +£2.2m +£526k +21.9% +21.0% +20.2% +22.1% +39.4% +£65k 1. SmartView Convenience Volume & Value Sales Nov-Dec 2024 Flavoured, premium, and heritage brands all played a role. +23% Bottled formats led the way, up 23% as shoppers switched from cans to glass. 1