Fans Of Strongbow And Old Mout Variants May Need To Find A New Favourite
Cider drinkers across the UK could soon notice some familiar bottles missing from supermarket shelves and pub fridges after Heineken confirmed it has discontinued three fruit cider products.
The drinks giant has removed Old Mout Strawberry & Apple, Strongbow Cloudy Apple and Strongbow Zest from its cider portfolio following a significant decline in sales.
While product ranges change regularly in the drinks industry, the decision has surprised many cider fans, particularly those who had made Strongbow Cloudy Apple a regular choice over the past decade.
Strongbow Cloudy Apple first arrived in 2015 and quickly became a popular alternative to traditional cider, offering a naturally cloudy appearance and a slightly sweeter taste than the original Strongbow.
Meanwhile, Old Mout Strawberry & Apple was launched in 2022 as part of the growing trend for fruit-flavoured ciders, while Strongbow Zest only joined the market in 2024.
Why Has Heineken Dropped Them?
According to Heineken, the decision followed a review of its cider range after the three products experienced falling sales.
A company spokesperson said the brewer regularly reviews its portfolio to ensure it is focusing on flavours that customers are actively buying and which perform best in stores.
The move reflects a wider trend within the drinks industry where brands are increasingly concentrating on their strongest-selling products rather than maintaining large ranges of niche flavours.
What Does This Mean For Pubs?
For many pubs, the news may have little immediate impact.
The vast majority of cider sales continue to be driven by mainstream products such as Strongbow Original, Strongbow Dark Fruit, Inch’s and premium fruit ciders such as Old Mout’s leading flavours.
Strongbow Original remains the UK’s biggest-selling cider and currently holds around 29% of the UK cider market.
However, some licensees may see disappointed customers asking where their usual drink has gone, particularly those who developed a taste for Cloudy Apple over the years.
The Cider Market Continues To Grow
Interestingly, the decision comes at a time when the wider cider category remains strong.
Recent industry figures suggest cider sales in UK pubs and bars are worth around £2 billion annually, with the category continuing to grow in value.
While some individual flavours have struggled, demand for premium cider, draught cider and established brands remains robust.
For pub operators, the challenge is balancing customer demand with limited bar space and ensuring every tap, fridge slot and shelf earns its place.
Last Chance For Fans
Although production has stopped, some remaining stock may still be available in selected supermarkets while supplies last. Reports suggest Old Mout Strawberry & Apple can still be found in some stores, although availability is becoming increasingly limited.
For cider fans, it may be worth picking up a few bottles while they still can.
Because once existing stock is gone, these three flavours are unlikely to return anytime soon.
