Westons Cider is looking to drive value into the fast-growing fruit cider category, with the introduction of a new Mixed Berries variant for its Stowford Press brand.
The launch represents a significant step for the Herefordshire-based cider producer, as it pursues ambitious growth plans following the unveiling of a new-look brand identity in October 2017.
Stowford Press Mixed Berries will be hitting pubs and bars nationwide as draught fruit cider becomes the key driver within the on-trade cider category (+41.4% YOY). Despite continuing growth, it’s recognised there is space for a premium mainstream offering to drive value in the segment.
Holly Chadwick, Brand Manager for Stowford Press, explains: “Sales of fruit ciders are flourishing, driven by the vast number of consumers seeking out sweeter, refreshing flavours.
“25.7m fruit pints are now drunk in the on-trade, and it’s clear to see that fruit ciders are broadening consumer interest in the wider category. By appealing to younger, female consumers who are often new to the category, fruit ciders are also driving incremental sales.
“It’s clear that there is a fantastic opportunity for the on-trade to drive greater value into the fruit cider category, with a new premium mainstream offering from the UK’s third largest draught apple cider brand,” continues Chadwick.
At 4% ABV, the new Mixed Berries variant from Stowford Press is a well-balanced and bright fruit cider with a burst of berry flavour. Appealing to the ever-growing thirst for fruit ciders, Stowford Press Mixed Berries delivers the refreshing, fruity taste that today’s consumers are looking for.
With draught fruit cider still at just a quarter of the distribution points of apple cider, there is plenty of room for growth, and this exciting launch adds a premium mainstream offering to the evolving category.
“Thanks to the substantial interest in fruit cider nationwide, within five years we expect it to account for just under 50% of all cider sold,” concludes Chadwick.
Stowford Press Mixed Berries draught will be available nationally from April 2018. The launch will be supported by a high-profile consumer brand campaign for Stowford Press, due to roll out from May 2018 across media, PR and social channels.
Run by the fourth generation of the Weston family, Westons Cider – based in Herefordshire – also produces brands Henry Westons, Caple Road and Mortimer’s Orchard.