In the US, according to the latest data from IWSR’s US Navigator, cider* consumption peaks twice a year, with regional trends highlighting a growing demand for the category’s niche and local appeal, as well as its premium offerings.
The findings comes from the industry’s only trusted source of monthly volume data for the total US beverage alcohol market – across wine, spirits, beer, cider, RTDs and no-alcohol – by price tier, for all 50 states going back to 2019, based on highly accurate local tax office data.
*The term ‘cider’ has a broader meaning in the US than in other markets worldwide. In this article, the term refers to the alcoholic apple-based beverage, known in the country as ‘hard cider’.
Seasonal variance
- Cider volumes typically tend to rise during the summer months, particularly from June to August
- Over the past five years, volumes during the summer have averaged 1.1 times higher than full-year averages
- States such as California drive the summer peak, fuelled by outdoor gatherings, tourism and warmer weather
An interesting seasonal trend occurs during the late fall and mid-winter.
- According to data from IWSR’s Consumer Demand Index (CDI), per-capita consumption of cider peaks during late fall (October and November) and in mid-winter (January and February)
- California, the District of Columbia, New Hampshire, Vermont and Washington lead in per-capita consumption, with colder states favouring warm cider-based beverages for winter gatherings
- This trend suggests a growing niche appeal and a shift toward premium offerings, even amid an 11% decline in overall US cider volume from 2019 to 2023
Regional differences
Cider’s popularity varies significantly across the US, with states in the north-east and Pacific Northwest standing out.
- Vermont and Washington lead in per-capita consumption, with CDI levels 4.6 and 7.5 times higher than the national average, respectively
- Washington’s status as the nation’s largest apple producer and Vermont’s strong local craft scene contribute to their dominance
- In contrast, warmer states such as California and Texas drive high total volumes, particularly during the summer, while cooler regions, including New England and the Pacific Northwest, see demand spike in fall and winter
- For example, Washington, the second-largest market for cider by volume, experiences its highest demand in January, aligning with seasonal preferences
“Despite being the second-least populous state, Vermont’s unique position as a cider leader underscores the role of local culture and regional brands in shaping cider preferences,” says IWSR Americas’ consulting manager, Koryn Ternes.
‘Standard’ and ‘Premium-plus’ share of Cider in the US 2019-2024
The premiumisation bright spot for cider
While the ‘standard’ price tier continues to dominate US cider volumes, accounting for 92% of sales in 2023 (full year) and 2024 (Jan to Sept), the ‘premium’ and ‘premium-plus’ segments are steadily gaining ground.
Since 2022, these higher price brackets have increased their share of the overall category, particularly in states with a strong cider tradition. Massachusetts (15%), New York (12%) and Oregon (12%) are leaders in ‘premium-plus’ cider penetration.
Southern states such as Alabama, Kentucky and Mississippi, meanwhile, show minimal ‘premium-plus’ market share, remaining focused on ‘standard’ and ‘value’ cider. However, California and Washington, which rank as the top two in overall cider volume, present untapped opportunities for ‘premium-plus’ growth. Even modest shifts in these large-volume states could significantly impact the premium cider market.
“As the US cider market evolves, seasonal trends, regional nuances and a push toward premiumisation are shaping its future,” adds Ternes. “With summer and winter providing dual peaks of demand, and certain states leading the charge in premiumisation, cider continues to carve out a unique space in the US beverage market.”
