In William Cowper’s poem “The Task,” the English poet famously wrote, “Variety is the very spice of life, That gives it all its flavor.” Although the line keys on new experiences can make life more enjoyable, the hard cider market is leaning into flavor variety to make the category more appealing to today’s legal drinking age consumers.

This comes as the hard cider category has experienced challenges.

“In 2024, hard cider was down -1.8% dollar sales vs. [year ago] (YA) and the three year [compound annual growth rate] (CAGR) for the segment is steadily declining at -1%,” says Christal Torres, senior manager of client insights at Chicago-based Circana, citing total U.S. multi-outlets for the calendar year, ending Dec. 29, 2024.

Experts also note that hard cider has been challenged by its distribution footprint.

“The category remains niche and has had challenges gaining distribution in mainstream off premise accounts, especially convenience stores and tap handles at bars and restaurants,” says Brian Sudano, CEO at S&D Insights LLC, Norwalk, Conn.

Ryan Toenies, senior director of client insights at Circana, echoes similar sentiments.

“Similar to other segments with soft trends, cider struggles to keep distribution/space at retail,” he says.

Meanwhile, the innovation coming from other beverage alcohol sectors could hamper hard cider’s opportunity for growth.

“Expect the hard cider segment to continue slight decline in the coming year as consumer excitement and innovation for the category is focused in other segments,” Toenies says.

Top hard ciders (Brand family)

*Includes brands not listed.
Source: Circana, Chicago. Total U.S. multi-outlets (grocery, drug, mass
merchandisers, convenience, military commissaries, and select club and dollar
retail chains) for the 52 weeks ending Jan. 26, 2025.

Opportunities ahead

Despite the hurdles facing hard cider, the category’s flavor fascination could be among the opportunities to support a turnaround.

“Consumers continuing to seek new flavors is driving cider-makers to innovate from that perspective like we haven’t seen in the past,” Toenies says.

S&D Insights’ Sudano credits consumers’ interest in flavor, variety, and local drinking trends as driving forces for hard cider.

“Flavored launches have focused on different apple derivatives such as Apple Crumble, Candy Apple, Jam, Zest and Apple Pie as well as flavored infused including Pear and Berry,” he says.

Circana’s Toenies meanwhile highlights fruit-forward flavors as growth drivers for the category.

“We are seeing flavors like Mango, Semi Sweet Berry, Triple Jam Strawberry Blackberry Raspberry that are driving innovative growth in the segment,” he says.

Cider-makers also have stepped out of the traditional flavor models to give consumers new, exciting options.

This past October ― both National Cider Month and National Pork Month ― Farmland joined forces with Minneapolis-based Number 12 Cider to introduce a limited-edition Maple Bacon-flavored Cider. Farmland’s Maple Bacon-flavored Cider used locally sourced apples, maple syrup, and natural smoked bacon flavoring for a balance of sweet, savory, and smoky, the company said.

“We are excited to be partnering with Farmland for the delicious limited-edition Maple Bacon-flavored Cider,” said Steve Hance, co-founder at Number 12 Cider, in a statement at the time of the release. “Our customers are always looking to try out new, unique flavor blends, and this ultimate fall beverage is sure to wow with its combination of fresh apples, mapl,e and smoked bacon flavors.”

This flavor innovation all comes as hard cider has shown it to be greatly impacted by seasonality. In a December 2024 Insights from IWSR titled “Cider sees interesting seasonal variation in the US,” the market research firm highlighted that hard cider consumption peaks twice a year in the United States.

“Cider volumes typically surge during the summer months, particularly from June to August,” the Insights states. “Over the past five years, volumes during the summer have averaged 1.1 times higher than fiscal year averages. States like California drive the summer peak, fueled by outdoor gatherings, tourism, and warmer weather.”

The other seasonal peak occurs during the late fall and mid-winter, which it identifies as October and November and January and February. Here, states such as Washington, Vermont, California, the District of Columbia, and New Hampshire lead in per capita demand and found that colder weather states were more likely to consume warm, cider-based beverages.

This past fall, 2 Towns Ciderhouse looked to offer consumers a new seasonal entrant for the category with its Spiced Cosmic Crisp Imperial. Crafted from the Cosmic Crisp apples, the 9% ABV cider features winter spices like cinnamon, nutmeg, clove, with a sweet hint of orange peel, it notes.

“We’ve taken the bright, bold profile of Cosmic Crisp apples and given them a winter twist,” said Head Cidermaker Dave Takush in a statement. “Imagine the cozy comfort of apple pie wrapped in the deep warmth of winter spices balanced by a zesty lift of sweet orange peel. Spiced Cosmic crisp is a perfect winter companion.”

IWSR also found that premiumization has lifted the hard cider category. Although standard price tiers dominate U.S. cider volumes, premium and premium-plus are gaining ground.

“Since 2022, these higher price tiers have increased their share of the category, particularly in states with a strong cider tradition,” the Insights states. “Massachusetts (15%), Oregon (12%), and New York (12%) are leaders in premium-plus cider penetration.”