The Basque Country's cider sector has reported highly positive figures for the 2026 'txotx' season. Guided tour reservations increased by 84%, online table bookings by 15%, and internet cider sales by 19%. The sector highlighted that customer consumption and behavior trends are evolving significantly, particularly in how reservations are made.
Online reservations saw a 15% growth, with local customers being the most frequent users, accounting for 76% of all digital bookings. In terms of consumption trends, visitor numbers are concentrated on weekends, with Sundays having a more family-oriented profile and Saturdays seeing more group and 'cuadrilla' (friend group) reservations. Fridays are also experiencing increasing footfall.
Midday services are notably busier than evening or nighttime services. Regarding age groups, those between 40 and 60 years old were most common, though there was a notable increase in customers aged 18 to 35 on Saturday nights.
The cider sector generates approximately 700 jobs annually, both for the 'txotx' season and other related activities. For the second consecutive year, the sector has collaborated with Lanbide. Currently, 55% of Basque cider houses remain open year-round, reflecting a clear evolution towards de-seasonalization and the consolidation of a gastronomic, tourist, and cultural offering that extends beyond the traditional 'txotx' season.
From May onwards, the gastronomic offering diversifies with different dishes and more economical options, adapted to new customer profiles and consumption moments. Additionally, while some establishments still offer direct barrel tasting, all cider houses provide bottle tastings of new varieties and innovations. The growing presence of terraces and outdoor spaces also allows visitors to enjoy these ciders with small snacks and more informal gastronomic proposals.
Beyond the 'txotx' offering, guided tours are also being promoted, starting in the apple orchard and following the complete cider-making process. The sector's main objective is to highlight the value of native apples and cider. The sale of visits to Basque cider cellars shows very positive evolution, with an 84% increase in visitor numbers. While local customers are predominant for the 'txotx' experience, domestic visitors represent 26% of total visits.
Currently, 14 cider houses offer guided tours: Aburuza (Aduna), Altzueta (Hernani), Astarbe (Astigarraga), Barkaitzegi (Donostia), Begiristain (Legorreta), Bereziartua (Astigarraga), Gaztañaga (Andoain), Iparragirre (Hernani), Lizeaga (Donostia), Mizpiradi (Andoain), Oiharte (Zerain), Ola (Irun), Petritegi (Astigarraga), and Saizar (Usurbil).
Regarding online sales, the sector shows positive evolution with a 19% increase in the first four months of the year. The main customer profile is Catalan (27%), followed by Andalusian and Basque customers (both 15%), with Madrid representing 12% of sales. The sector is also focusing on internationalization, offering shipments to all European countries.
