The Year in Cider from Feel Goods Insights

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Off-Premise

Cider was a quiet standout among alcohol categories this year. At a time when nearly every subset of the industry struggled—from high-end spirits to wine to craft beer—cider posted positive volume growth in the off-premise, with convenience stores representing an especially strong channel. Cider volume was up +1.7% in the off-premise through the end of November, according to Nielsen multioutlet and convenience store data, while dollar sales were up +2% in those aggregate stores. In convenience stores, cider dollar sales rose even higher, up +6%. The on-premise picture was less rosy, however cider still outperformed some other segments. Given signs of acceleration in the waning months of the year, cider is poised to enter 2026 on relatively strong footing. 

The takeaway: As other categories like hard seltzer and craft beer decline, cider is showing signs of long-term resilience in flavor-forward spaces. Imperial, flavored, and single-serve cider have helped the category make continued inroads in convenience stores. The challenge ahead is to maintain momentum as c-store points of distribution fill in. 

Beer Purchasers Index (BPI)

The National Beer Wholesalers Association’s forward-looking Beer Purchasers Index (BPI) for November—the most recent month for which data is available—shows cider as the lone category that wholesalers feel more optimistic about than they did in 2024. The November 2025 BPI reading of 41 also marks the first time in five years that cider has enjoyed a BPI over 40. That’s a bright spot; however, a BPI less than 50 still indicates a category in contraction, as wholesalers anticipate purchasing less of it compared to the year prior. 

The takeaway: Cider has a compelling story to tell its wholesale and retail partners right now. Message around these wins (or, in some cases, its strength relative to other categories’ losses). There’s data to support an argument that certain flavored cider brands deserve coveted display space alongside ready-to-drink cocktails. Retailers might be willing to swap in cider at a time when flavored malt beverages and hard seltzers are cooling.

On-Premise

The on-premise, however, offers less positive numbers for cider. Volumes fell -9% over the past 52 weeks, according to NIQ, with those losses accelerating in the last 12 weeks. As with chain retail, other categories such as craft beer and hard seltzer suffered steeper declines, so cider held its volume share of the beer category (1%) on-premise. Dollar sales showed similar trendlines. 

The takeaway: In a world where on-premise placements are still limited to a single draft handle or a few cooler spots, cider isn’t able to maximize on the strength of its flavor variety the way it does on retailers shelves. But it’s still an environment where cider isn’t ceding ground. Flavored malt beverages, craft beer, and hard seltzers all saw steeper volume declines this year than cider, meaning cider can potentially capture a portion of those drinkers looking for seasonal and fruit-forward offerings.