Stowford Press bridges the gap between fruit and cider

Westons Cider has announced the launch of Stowford Press Sweet Apple, a lower-alcohol, sweeter alternative designed to capture the growing moderation market.

By introducing a sessionable apple cider with a 1.2% to 4% ABV profile, the UK’s cider maker is targeting a clear gap left by the declining fruit cider segment.

While apple cider still commands two-thirds of category sales — with value growing 5% year-on-year — the industry is witnessing a significant shift in how consumers approach alcohol content. Ciders within the sub-4% ABV range now account for a third of total sales, yet this space has traditionally been dominated by fruit ciders, which are currently facing an 8.5% year-on-year decline.

The release of Stowford Press Sweet Apple is a direct response to evolving drinking habits where authenticity and sessionability are becoming the primary drivers for purchase.

With approximately 90% of UK drinkers now moderating their alcohol consumption in some form, there is a demand for lower ABV options that do not compromise on the craft experience. Consumers who entered the category through sweet fruit ciders are now looking for more traditional, apple-forward options that retain the accessible sweetness they enjoy. As fruit ciders decline, shoppers are gravitating toward traditionally made products. Stowford Press Sweet Apple uses cider apples sourced within 50 miles of Westons’ Herefordshire mill, maintaining the brand’s heritage while offering a contemporary flavour profile.

“We’ve seen shoppers become increasingly comfortable with lower ABV through fruit ciders,” comments Sally McKinnon, head of marketing & strategy at Westons Cider. “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.”

The new cider is described as lightly sparkling and easy-drinking, featuring notes of pressed English apple and soft pear with a hint of elderflower. It is positioned as a natural next step for drinkers who want a high-quality cider suitable for relaxed, social occasions.

The rollout follows a major visual rebrand of the Stowford Press range last year, intended to align its traditional roots with modern shelf appeal.

Starting in April, Stowford Press Sweet Apple will be available in Asda stores nationwide. To cater to different consumption occasions — from single-serve to social gatherings — the product is launching in multiple formats: 500ml cans: RRP £1.30; 4 Packs: RRP £4.00; 10 Packs: RRP £11.36