As the 2026 World Cup approaches, NIQ’s Rob Hallworth argues that cider is best placed to capitalise on summer drinking occasions, building on shifting consumer trends and strong recent performance in UK retail.
Football and beer have always been linked – and when it comes to major tournaments, it’s certainly no different. Decades of sponsorships, pub culture and fan rituals have cemented beer as the drink of choice. The 2026 FIFA World Cup promises to be the biggest yet, with more teams, more matches and the first summer World Cup since 2018, meaning the stage is set for a much-needed lift for the industry. But while beer will undoubtedly dominate, let’s take a look at why cider should not be forgotten.
A natural summer winner
The World Cup lands in peak warm-weather drinking season and cider consistently over-indexes when temperatures rise. In 2025, during the four weeks to mid-July, value sales rose by almost 12%, making it the fastest-growing alcohol category after RTDs. That’s not a coincidence: cider is one of the most temperature-responsive drinks on the market. When the sun comes out, consumers instinctively reach for it.
A summer World Cup means outdoor viewing, garden gatherings and packed pub terraces. Retailers who don’t dial up their cider range risk missing out on a seasonal surge that’s already proven.
Football drives, cider uplifts
Euro 2024 gave us a clear preview of what’s possible. NIQ on-trade data showed that cider sales spiked dramatically during key England matches – up to 88% higher than a normal day.
But while beer is poised to take the stage, cider has real momentum at the moment – and this is only due to accelerate as we enter a sports-fuelled summer.
In the latest 52-week period, NIQ data shows cider added almost £5m to the alcohol category in the off-trade. Beer, by contrast, lost £22m.
Cider’s positive trajectory shows that consumers are already shifting their preferences. The tournament simply accelerates that trend. Stocking a broader cider range, from mainstream favourites to premium flavoured options, positions retailers to capture spend that might otherwise leak into other categories.
Emily Jenkins, Westons Cider category manager, is excited for the summer ahead. “The World Cup represents a huge opportunity for the cider category,” she says. “Our Henry Westons Vintage Range forms part of our Be Big Match Ready campaign for those shoppers looking for a premium offering to enjoy during the matches and this is aligned to the overall category moving in a premium direction. We have also launched our Stowford Press Sweet Apple in time for the World Cup. This lower-abv, sweeter apple flavour is designed to meet evolving drinking habits while unlocking growth for the cider category.”
The 2026 World Cup isn’t just another tournament. It’s a month-long summer festival of sport, socialising and shared experiences. Beer will always have its place, but the trajectory of cider points to the role it can play as a strong option during summer matches. Retailers who plan ahead, with strong availability, chilled formats, multipacks and flavour variety stand to win big.
