Beverage alcohol retailers and cider producers are responding to consumer trends with expanded availability of high-quality offerings in convenient packaging. “Consumers are seemingly prioritizing convenience and flavor over other criteria right now,” says Michelle McGrath, CEO of the American Cider Association. “This is both good and bad for cider. It’s good because apples elevate flavor well and cider is frequently enjoyed in convenient packaging. But it’s also challenging for cider because cidermakers can’t legally carbonate fruit cider to the level consumers want.”

Beverage alcohol retail space is complicated for cidermakers, partly due to trade practices. “Consolidating retailers and distributors, unfair trade practices, and a complete lack of parity when it comes to taxes are all very real barriers to cider’s growth,” McGrath says. “States with a strong orchard culture like Vermont can have a network of thriving small cideries who rely on direct-to-consumer and agritourism sales, but it is quite challenging to make it in chain retail.” 

The cider category appears to be at a disadvantage compared to the beer industry. “Cider producers can’t package cider over 6.9% abv in 16-ounce or 19.2-ounce volumes, the preferred volume of convenience stores,” McGrath says. “Thankfully, cider is doing well in non-alcohol and imperial-abv styles, which are both popular with retail shoppers this year.” 

Cider has a loyal following with strong upside potential. “For the last couple of years, cider has over-indexed for educated millennials and is popular with legal-age Gen Z drinkers as well,” McGrath notes. “Cider is equally enjoyed by all genders. There are opportunities to grow cider fans among Black and Asian consumers, and competition among younger drinkers is increasing.”

The hard cider category magnifies the importance of the retail tier. “Cider’s success is going to be up to retailers’ willingness to tell cider’s story,” McGrath says. “Retailers like Whole Foods are leaning in on cider, realizing that when showcased well, consumers are buying cider and loving it.”

At Ryan’s Wine & Spirits in Canandaigua, New York, cider sales so far this year are about even with last year. Like other beverage alcohol categories, cider faces stiff competition from canned spirits-based cocktails. “Canned cocktails have been monopolizing much of the sales in the store, even wine,” says store wine buyer Stephanie Rudat. “Also a younger demographic is drinking and most of them go for spirits or cocktails. Our demographic for ciders tends to be more millennials and older, and it hasn’t really shifted.”

In the Canandaigua region, cider experiences strong seasonal growth during autumn and winter. “In the summer, ciders aren’t a big seller. However, in the fall and winter people are looking for something nostalgic,” Rudat says. “Making a crock of warmed spiked cider and games of flag football are quite popular. I expect the sales to go up.”

Ryan’s currently has about 80 cider SKUs in its system, but this number fluctuates during the seasons. “Two brands we carry, 1911 ($13 a four-pack of 16-ounce cans) and 3 Brothers Bombshell ($12 a four-pack of 16-ounce cans), are constantly coming out with new seasonal flavors and bright new packaging, which makes our shelves ever changing,” Rudat says. “Last year, we had about an additional 15 SKUs.” 

When ciders first came out in cans, most were 12 ounces. “Many in the local industry changed over to 16 ounces,” Rudat says. “We offer sale pricing on all our cider products because we only sell New York–made ciders. All of our New York items are on sale every day. The sweet spot for our pricing on four-packs of cans is about $13.”

Other top-selling brands at Ryan’s are Hazlitt ($9 a 750-ml.), Rootstock ($11 a six-pack of 12-ounce bottles), and Finger Lakes Ciderhouse ($18 a 750-ml.). “Rootstock and Finger Lakes Ciderhouse take a traditional approach to ciders and have a consistent fan base,” Rudat says. “Some of the older demographic tends to buy more of those tried and true flavors.”

Ryan’s typically features ciders in its weekly email newsletter and offers one of the best selections in its region. “I offer everyday and seasonal flavors of cans, pommeaux, perry ciders, and unique offerings, such as ciders flavored with hibiscus and small-production ciders,” Rudat says. “Some of our best-sellers year-round are iced ciders. I have a good sales rep for one of the small boutique cideries, and he’ll only get in a few cases of a new flavor and will make sure I get a couple. I like Ryan’s to be the store that has all the esoteric New York products.” She notes that meads are gaining popularity as well. “I have found people interested in meads now more than ever,” Rudat says. “Some of my cider shelf space has gone to an increase in mead selections.”

Before the pandemic years, Ryan’s hosted a yearly cider, local distillery, and mead tasting called “Ciders, Spiders, and Stills.” Now Ryan’s typically hosts an annual cider tasting at its big New York State Thanksgiving Wine and Spirit tasting event. “For me, I will always continue to dedicate the store to offering a wide variety of New York ciders,” Rudat says. “I have tried offering ones from Normandy and Oregon, but the sales were either incredibly slow or I couldn’t get them anymore. We do have very dedicated shoppers that love to support their local business.”