Brand owner Heineken expects to hit £2bn by 2024.

 

The draught fruit cider is celebrating its fifth birthday this year, as figures show that one in four pints of cider sold in UK pubs is now a Strongbow Dark Fruit.

There is still plenty of opportunity for the brand to grow, however as currently half of all UK pubs do not stock a flavoured cider on tap, says the company's category and trade marketing director, Jerry Shedden.

"What Strongbow Dark Fruit has achieved in its short life is undeniable. No one could have really predicted the phenomenal response it would receive in pubs and bars across the country and the love that the British consumer would develop for it.

"Our research shows that 45 per cent of 18 to 24-year-olds would choose Strongbow if available, making it the number one draught cider choice for this group."

Strongbow Dark Fruit was rolled out to pubs and bars in 2014, with the aim of re-invigorating draught cider sales, which had not experienced as much growth as bottled cider in the previous years.

Since then, the draught cider market has seen phenomenal growth with an additional 20m pints poured in 2018 alone – and 18m of those were Strongbow Dark Fruit.