Westons Cider launches new corporate branding in support of ambitious growth plans
Westons Cider, the premium, quality, Herefordshire cider maker, is unveiling a new corporate brand identity to reflect the significant changes the business has undergone over the last seven years and support its ambitious plans to grow the business by 40% by 2023, to reach in excess of £85m.
In this time the business has invested £15m into infrastructure and capacity improvements. Westons Cider has secured 1200 acres of new cider orchards, meaning it will continue to be able to source 90% of its apples from a 40-mile radius of its Much Marcle site. In addition to having the largest collection of oak vats in the UK, Westons Cider has increased its storage vessels to 164 and presses to six, invested in new bottling lines, and most recently, 6000 new kegs.
Geoff Bradman, Westons Cider’s commercial director, says:
“This investment has been made to continue to improve the quality of our ciders and to ensure that we have the capacity to deal with increasing volume demands, all of which is critical to our development plans for the future. This will enable us to achieve our ambitious growth plans of 40% over the next five years, and ensure we continue to produce ciders of the highest quality.
“Growth will come from developing our business both in the UK and internationally, and through our upweighted investment into our new generation brands such as Mortimer’s Orchard, Mortimer’s Orchard English Berry, Rosie’s Pig and Caple Rd, as well as other NPD which we have in the pipeline.
“To reflect our investment to date and support our growth ambitions, it was clear that we needed to update and upweight our corporate branding, to premiumise, energise and modernise it and bring it in line with our brand portfolio of premium quality ciders.
“We are therefore launching a new corporate logo and positioning which will be rolled out from the end of October across all consumer and trade touch points, such as our packaging and fonts, point-of-sale material, Westons Cider lorries and a new website, as well as internal branding within the business.”
The new logo follows a year-long design process which involved consumer and trade research, stakeholder interviews and consumer focus groups to establish what Westons Cider means to them and what the design needs to represent.
Gemma Evans, Westons corporate brand manager, continues:
“Our research demonstrated that the Herefordshire region needed to be referenced on the logo as it’s renowned as being the heartland of cider making. It was also clear that Westons’ heritage, longevity and expertise needed to be alluded to whilst the design also needed to be contemporary to remain appealing. The established date of 1880 was also very important to carry on the logo, as well as it representing Westons Cider’s great quality.
“As a result, the new logo, designed by Cheltenham-based Brand on Shelf (BOS) clearly states ‘Herefordshire’, ‘Westons’, ‘Cider makers’, ‘1880’, and combines a premium dark blue colour with gold foiling to highlight the quality, contemporary element. The new colour scheme reflects the brand’s traditional, quality cues, but also acknowledges its important position as a leading, contemporary English cider maker.
“Westons has been producing cider commercially and very successfully for 137 years, and with all the great work we are doing now we’re setting the business up for continued growth over the next 137 years and more.”
Westons Cider is run by the fourth generation of the Weston family, which has been producing premium quality cider from its mill in Herefordshire since 1880. Westons makes a broad range of ciders for the premium cider sector which includes a leading portfolio of brands: Stowford Press, Wyld Wood, Henry Westons, Old Rosie, Rosie’s Pig, Caple Rd and Mortimer’s Orchard.