Because of a slump in the market and strong competition, by 2001 profits had fallen to £740,500,[4][6][19] but by 2009 had risen to over £3 million, due to a large rise in demand in the UK.

[23] In July 2014 the company moved to a new head office and logistics facility adjacent to the M6 motorway at Witton in Birmingham.

[26] In 2001, Michael Hancocks, then managing director[27] and a major shareholder with 12% of the shares, and whose family owned 44% of Aston Manor, organized a conspiracy to contaminate the cider products of the company's rival, H. P. Bulmer.

He recruited a former Aston Manor employee, chemist Richard Gay, to produce a yeast that he planned to introduce into Bulmer's production line, recruited his daughter's partner, Paul Harris, to transport the contaminant, and paid a Bulmer's employee, Russell Jordan, £16,000 to introduce the contaminant.

[19][27][28][29] Following his conviction for conspiracy to defraud, Hancocks was jailed for 18 months[27] and dismissed from the board of Aston Manor.