CSNC Exclusive: Apple watch
Cider if having a moment. Sales doubled in Canada between 2012 and 2023 with sales topping off at around $283 million and numbers, says Statista. That’s the good news. The less stellar news is that sales have recently plateaued yet remain strong.
Still, cider deserves a spot in convenience stores (where permitted by law, of course.) Makers large and small are producing excellent, innovative products, which hold broad appeal especially among the generation Z crowd— yes, the same folks that love c-stores.
Let’s clarify a few things first. Cider in this context refers to the alcoholic beverage—sometimes called ‘hard’ cider—made primarily from fermented apples, not the raw juice form. Canadians are very good at making cider. An estimated 400 cider producers create about 39 million litres each year, according to Cider Canada.
Apples play a starring role in cider, but each apple varietal has unique characteristics. Some are more tart, acidic or sweet than others. They may be blended with other fruit, like peach, cherries and even mango, to add complexity. As well, cider comes in various styles—dry, sweet, still and sparkling, which lends it broad appeal.
C-store customers may ask what to pair with cider. Here’s a chance to channel your inner sommelier. Recommend apple pie (or any apple-based dessert or pastry) as a natural fit since it serves as a palate cleanser between bites. If someone is buying cheese and cold cuts, suggest serving them with a crisp cider. Other great matchups include: creamy pasta dishes, sausages, soup, chicken, pork, salmon and even salty snacks for contrast—something to keep in mind when locating product displays and coolers.
But what do the experts say? CSNC reached out to a few to get their take on this hot category and its potential for c-stores.
Arterra Wines
GROWERS
“Cider lovers are all about taste, variety and authenticity,” according to an Arterra spokesperson. “They’re gravitating toward bold, fruit-forward profiles that offer real refreshment—especially in convenient formats like cans, which dominate the space. Flavoured ciders infused with berries, citrus and botanicals are especially hot right now, attracting a younger, more adventurous audience.”
Trend watch Health-conscious consumers are looking for better-for-you options, like low-sugar or lighter-alcohol ciders. Growers Light, for instance, delivers full flavour with just 4g of sugar and 110 calories per can—a great fit for this mindful shift. There’s also growing demand for local, authentic, and artisanal products. As Canada’s original cider brand since 1922, Growers continues to resonate with consumers who want heritage they can taste, made right here at home.
Category insight Cider offers a unique opportunity for reaching female alcohol consumers, as females account for 59% of cider servings. This gender split is nearly the opposite of beer. Cider also over-indexes as a beverage for concerts, festivals and outdoor events, with most of the occasions happening during social settings with small groups and during early evenings. Beyond that, cider is incredibly versatile— it is identified by customers as both an everyday refresher and a celebratory drink.
Alex Patinios
Owner, Dionysus Wines & Spirits Ltd.
BRUNCH ROSÉ CIDER
“The cider category is dynamic and fun, offering consumers different styles, flavours and sweetness,” Patinios notes. “We are seeing a lot of innovation in the Ontario craft cider, which is great to see in an artisanal category using local fruit.”
What’s new We recently launched the Brunch Rosé Cider,473 ml. This is a great value Ontario craft cider with a hint of sweetness and notes of strawberry, peach, melon and citrus, coupled with fresh floral notes on the finish. It’s a versatile cider that can be enjoyed chilled straight from the can or poured in a glass over ice to see the gorgeous pink colour.
Category insight The cider category needs more innovation and competitively priced products. Brunch Rosé Cider is a premium craft product that is easy to enjoy and at an amazing price. Brunch Rosé Cider is a fun brand and style of product with wide appeal and potential for big sales. It was important for us to introduce this local cider that is made in the Niagara region.
Buyer intel Cider is a refreshment category that offers a more premium and sophisticated choice ready to drink. Cider is a craft product similar to VQA wines. Cider is a vibrant category with lots of great options to experiment with and to find a few favourite products and producers.
Sasha Romano Lopez
Director, Marketing, Heineken Canada Portfolio, Molson Coors Beverage Company
STRONGBOW CIDER
“Based on our shopper marketing research study for gas and convenience, most shoppers in convenience stores are on autopilot mode, with younger legal drinking age cohorts and flavour seekers being more open to exploring in-store, and more likely to notice pre-store or in-store communication,” Lopez explains.
Category insight According to national IPSOS shopper data, three in five shoppers (56%) look for taste as the number one purchase factor for cider, followed by price (50%) and quality (26%). As the top-selling cider in Canada, we pride ourselves on delivering exceptional tasting ciders of top quality, reflected in a slightly more premium price point in market.
Seasonality stats Summer and fall are peak cider sales periods, with May-August accounting for over 40% of the category’s full year volume. Summer is when consumers are looking for refreshing, full-flavour options, including cider. Fall naturally aligns with cider consumption with apple orchard picking and variations of cider being consumed. Top cider occasions that Strongbow can lean into in c-stores include socializing with friends, relaxing, hosting a party at home and dining at home.
Stock list We offer three delicious SKUs: Original Dry: At 5.3%, our core offering is a lower sugar, dry cider with a clear gold colour. It delivers aromas of apple, brown sugar and cinnamon, with a palate of lively carbonation and subtle sweetness. Gold: At 4.5%, Strongbow Gold is a modern cider fermented naturally from apples with a crisp, refreshing taste with a hint of golden apple and a smooth, elegant finish. Dark Fruit: At 4.5%, Strongbow Dark Fruit is a modern, full-bodied cider, with juicy notes of blackberry and blackcurrant.
Buyer intel While the category is in decline, we’re seeing consumers look for options beyond traditional ready-to-drink beverages, with ciders emerging as their alternative beverage of choice. Within the category, more brands are growing their core variants of apple with new and innovative flavour combinations, catering to consumers gravitating towards full-flavour options. We also know cider over-indexes with gen Z consumers, ahead of coolers, seltzers and pre-mixed cocktails.
Savvy promotion Younger, flavour-seeking shoppers are primary targets for in-store activations, where the following elements are key: cold availability and main aisle visibility, impulse purchases driven by key disruptors such as ‘new’ cues, featured products, unique or unexpected packaging attractively displayed and trigger on consumption occasion (e.g. heading to the beach or barbecues).
Michelle Tham
National Head of Education, Labatt Breweries of Canada
BRICKWORKS CIDERHOUSE, OKANAGAN CIDER
“Canadian cider drinkers are most interested in the vibrant, fruit-driven characteristics of cider,” Tham says. “The natural ingredients and processes associated with the segment also appeal to cider consumers. In addition to flavour and natural production, cider drinkers look for premium ingredients and nutritional claims, like low calorie and low carb.”
Stock tips Cider shopping occurs throughout the year; however, as it tends to peak during the summer months, it is important for stores to ensure steady, on-hand inventory. In line with the ready-to-drink category, cider shoppers know what they are looking for. Stores can help make their shopping trips easier by having clear display signage to make the product easy to find on shelves.
Buying insight Cider drinkers are primarily ‘grab and go’ shoppers. They will build their baskets with different items throughout the store, specifically in the snacking aisle. This provides an opportunity for cross-merchandising, including premium snacks, as cider drinkers are more likely to purchase these items with their beverages. These shoppers are typically looking to consume the product that same day, so having cider stocked cold in the fridge is highly recommended.
Stores can drive further conversion by connecting promotions to key occasions (like summer barbecues and long weekends), to position cider as a versatile choice for seasonal gatherings. By focusing on in-store visibility and communication of occasion-based promotions, retailers can effectively boost cider sales and awareness.
Trend watch Cider drinkers aged 20-34 are seeking alternatives and choosing cider products that are low-calorie, low-carb and have lower alcohol content. We also know the majority (61%) of cider drinkers prefer less sweet or dry varieties of cider, making this a key attribute for product selection.
Originally published in the July/August 2025 issue of Convenience Store News Canada.
