The strategic rebrand has been designed to strengthen the brand’s premium positioning, recruit new consumers to the category and unlock growth opportunities for its off-trade retail partners across the UK.
Set to roll out across four and 10 packs of Stowford Press cans (440ml) from the end of July, the new identity reimagines the brand for today’s discerning drinkers while staying true to Westons’ approach to cider making.
The design also includes a clear message that 100% of its apples are locally sourced, as well as maintaining the press design to represent its authentic approach to cidermaking.
According to Circana data, Stowford Press has delivered £7.1 million worth growth within the retail channel over the last five years alone.
Stowford Press is also benefitting from a broader commercial strategy aimed at driving repeat purchases and a large-scale out-of-home media campaign that will run across major retailers to raise awareness of the new packaging. This will include social media competitions, ecommerce banners, in aisle POS, off shelf feature displays and targeted loyalty card offers.
“At Westons Cider, we don’t make cider the easy way – we make it the right way,” said Holly Chadwick, brand manager at Westons Cider.
“Stowford Press is a testament to that philosophy, made only with cider apples from local growers. Our new design heroes our roots in Herefordshire and the craftsmanship that sets us apart, while also appealing to a new generation of cider drinkers who want more than just a mainstream brand.”
Founded in 1880, Westons Cider owns a portfolio of ciders including Henry Westons and Old Rosie.
In related news, Co-op has secured partnerships with seven UK small breweries in order to bolster its in-store craft beer offering.
The availability of the new beers will rotate and change throughout the year, while further new lines have also been added across Co-op’s own-label and branded range.
