Challenging established brands is not easy, especially when the new market is in decline. One brand that is rising to this challenge is Inch’s cider. The brand was launched in the UK in 2021, going up against established competitors like Thatchers and Magners. In just four years, Inch’s has won a 6.9% share of the UK cider market, by driving penetration with a new generation of cider drinkers. In this post, I explore some of the key learnings from Inch’s growth.
Post by David Nichols, Group Managing Partner and Head of Invention.
1. Help grow the category
In 2021 the UK cider market was in decline. A key issue was a drop in cider buying among under 28 year olds: down 12.4% year on year (1). Inch’s set about addressing this problem. The brand’s mission was to “Help recruit younger shoppers to drive additional sales for retailers,” as Heineken UK Cider Marketing Director Rachel Holms explained (2). Growing the category, not just stealing share, is a much more attractive proposition for retailers.
By focusing on a younger core target, Inch’s has helped address this category issue and played a key role in driving category growth: up from c£1.9 billion to £2.4 billion in 2025, growth of nearly 25% (1). Inch’s has had the highest value share growth of any cider in the UK, with sales up 47% in 2024 alone.
2. Amplify distinctive brand assets 360º
Inch’s design breaks with the cider category norms of black and white type on green and gold with traditional orchard scenes. “A quirky illustration style and logo borrows cues from the craft beer market – unpretentious, no -nonsense, fun,” as the brand’s design agency Bloom explains (2). The wider, stouter bottle shape is another distinctive asset versus established brands.
The brand team have not only developed a distinctive logo and visual world. They have also ensured that this comes to life across packaging, POS, digital, social, on-premise (glassware) and now TVC. So many brands just stop at the pack and let the rest be plain, missing critical touchpoints that can drive memorability.
3. Show don’t say
Comedians don’t stand on stage saying “I’m funny!” The desired response is for people to laugh. But the stimulus needed to get this response is a good joke. The same goes for brands: it’s better to show not tell to get the response you want.
Inchs’s don’t say “We’re a hip & cool sustainable farm-to-table brand”, they show this in a highly visual way. The brand’s communication has none of the traditional cider imagery of apple orchards, rural calmness and mature drinkers. Instead, the latest film has a younger vibe with outdoor summer social settings (3). They also make use of music to add emotional appeal.
4. Have a relevant, simple sustainability message
Rather than use generic claims around sustainability that Gen Z have learned to be suspicious of, Inch’s has a relevant, simple sustainable message. It only uses only British apples sourced within 40 miles of their mill. The message is neatly summed up with the line “from pip to sip”. It’s is the kind of tangible, understandable sustainability that has potential to cut through.
5. Consistency between campaigns
Many brands launch chop and change campaigns, with little or no visual consistency over time. Teams mistakenly believe that consumers get bored quickly and need a new campaign. This tends not to be the case, as we posted on here.
Inch’s has updated their campaign message and style, but there is oodles of visual consistency between their 2021 launch campaign and this new creative. This campaign will therefore be more effective than a totally new look as it’s building on the distinctive memory structure that the last one built. This is “fresh consistency” in action.
In conclusions, Inch’s cider shows how to successfully challenge established brands by being super-relevant to your core target audience and memorably distinctive. They are well set up to continue growing the category and stealing share.
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