September 23, 2020

Bringing booming Henry Westons brand to the on-trade

Westons Cider, the UK’s leading authentic cider maker, is bringing its £51.4m+[1] Henry Westons brand to the on-trade for the first time. 

Bestsellers from the Henry Westons range: Henry Westons Vintage (8.2%) and Henry Westons Family Vintage (5%), will be joined by innovative new launches: Henry Westons Cloudy Vintage (7.3%) and Henry Westons Organic (6%), in a range of 10L bag-in-box products exclusively available to pubs, bars and restaurants.

Growing 14.7% YOY[2] and delivering five years of double-digit growth[3] in retail, Henry Westons Vintage is the nation’s favourite glass bottle apple cider.

An insatiable shopper appetite for the brand highlights the growing appeal of premium, traditional ciders for UK consumers. By launching Henry Westons in the on-trade, Westons Cider plans to further establish the brand’s quality credentials amongst drinkers out of the home.

Sally McKinnon, Head of Marketing at Westons Cider, comments: “Henry Westons is our star-performer in retail, and we’ve built a loyal shopper base who purchase the brand time and time again.

“Launching the brand in the on-trade means for the first time, Henry Westons-drinkers will be able to enjoy a pint of their favourite traditional crafted cider in their local pub.”

Worth £1.115bn in the on-trade[4], apple cider represents 70% draught serves[5]. The introduction of Henry Westons will enable on-trade outlets to drive greater value growth as consumers ‘trade up’ to this premium offering.

“Premiumisation has played a key part in driving Henry Westons’ off-trade success story,” Sally McKinnon adds. “And we know that ‘drinking less but better’ is a consumer trend across the entire industry.

“Premium, traditional ciders like Henry Westons provide the biggest opportunity for apple cider growth – and Henry Westons is a category-leading brand which is already established as a benchmark for the highest quality, best-tasting crafted cider. There’s a clear opportunity for on-trade outlets to capitalise on these credentials and drive value sales in outlet.”

All four bag-in-box products are now available nationwide.

Run by the fourth generation of the Weston family, Westons Cider – based in Herefordshire – also produces brands Stowford Press, Mortimer’s Orchard and Rosie’s Pig.

[1] IRI 52w/e 18th July 2020 (Total Henry Brand family)

[2] IRI to 52w/e 18th July 2020 (Henry Westons Vintage)

[3] IRI Total Market – July 2020

[4] CGA 52 week 21st March 2020 Westons

[5] CGA 52 week 21st March 2020