CHANCE Clean Cider, the UK’s first dedicated non-alcoholic cider brand founded by industry veteran John Logue, has announced plans to raise up to £1 million to accelerate its expansion across the UK and international markets.
The raise comes at a pivotal moment for both the cider category and wider drinking culture. One in three UK adults now moderate or avoid alcohol, with younger consumers in particular reshaping long-standing habits around social drinking.
Despite this shift, cider – a £3 billion category in the UK – remains significantly underdeveloped in the no and low alcohol space. While alcohol-free beer has seen widespread innovation and adoption, only around one third of UK pubs currently offer a non-alcoholic cider, leaving a clear gap in both availability and consumer choice.
At the same time, the opportunity is accelerating. The no and low alcohol category is forecast to grow to £33 billion globally by 2030, with cider emerging as one of the fastest-growing segments as investment and consumer awareness increase. The opportunity is clear: to build a “Lucky Saint for cider”, a dedicated, premium brand capable of leading the space.
Founded in 2024, CHANCE was created to address this gap, bringing a premium, modern approach to cider for consumers looking to moderate without compromising on taste, quality, or experience. Produced in partnership with Aston Manor using 100% British cider apples, the brand combines traditional cider-making expertise with a contemporary proposition built for today’s drinker.
This approach has already translated into strong early traction. CHANCE is now stocked in over 1,000 venues across the UK, including a national rollout with Prezzo Italian, alongside listings in Michelin-starred restaurants and leading hospitality venues. The brand has also built strong direct-to-consumer performance, becoming the UK’s #1 premium British non-alcoholic cider on Amazon, alongside multiple industry awards and consistently high consumer ratings.
The company’s board is chaired by Gareth Bath (ex-Distill Ventures, BrewDog, Curious Drinks), bringing extensive experience in scaling premium drinks brands globally.
This raise will be used to accelerate growth across on-trade, e-commerce, and off-trade retail, alongside expanding international opportunities and launching CHANCE on draught – a key growth lever as premium draught cider continues to gain traction in UK venues. The business will also scale its team to support the next phase of expansion.
It comes at a time when the on-trade faces a growing commercial challenge, with an estimated £800 million in lost revenue when consumers opt for tap water due to a lack of compelling no and low alcohol options. CHANCE is positioning itself as part of the solution, offering venues a premium product that keeps moderating consumers engaged and spending.
John Logue, Founder of CHANCE Clean Cider, said: “I’ve spent 20 years in the drinks industry, and one thing has become very clear – people don’t drink for the alcohol, they drink for the moment. Whether it’s socialising with friends, celebrating milestones or new experiences, people want more choice when it comes to elevating their social rituals without compromising on taste. Yet while consumer habits have evolved, cider hasn’t kept up.
We’ve seen what’s happened in beer, where incredible non-alcoholic brands have redefined the category. Cider hasn’t had that moment yet. CHANCE is about creating it – and building a brand that can lead that change.”
Gareth Bath, Co-Pilot and Strategic Advisor, added: “Over the past year, CHANCE has deliberately built a cap table and advisory group designed for scale – bringing together the experience needed to turn early momentum into long-term category leadership.
The fundamentals are now in place: a strong brand, a high-quality product, and clear commercial traction. This next raise is about accelerating into a category with growing demand and a clear gap for a premium, dedicated leader in non-alcoholic cider.”
