Westons Cider reinforces low-alcohol cider category with new packaging for Stowford Press LA
Moderation is now a key theme within consumers’ drinking habits, with only 57% of adults claiming to have drunk alcohol in the last week, and 27% of younger consumers now teetotal.* Alcoholic drinks serves are now about quality not quantity, with consumers prepared to pay more for high quality drinks. Volumes have declined while value has risen, which is due to this longstanding trend for premiumisation.**
Westons Cider, the premium quality, Herefordshire cider maker, is driving the low-alcohol cider category, with its Stowford Press Low Alcohol (LA) Cider, which contains 0.5% abv, and is the only low-alcohol branded apple cider on the market. To highlight its low-alcohol credentials and further boost the low-alcohol cider category, the cider maker has revamped its packaging, emphasising the blue cues synonymous with the low and no-alcohol category.
The new packaging design features the wording ‘LOW ALCOHOL 0.5% CIDER’ in large blue typography and a new blue-coloured apple illustration also features in the background for the first time. The gold-coloured apple icon and gold rays remain in the design, reinforcing the cider cues. The 330ml glass bottle remains the same, with a new updated neck label displaying the new Westons Cider corporate logo which was launched in October.
Holly Chadwick, Stowford Press brand manager, says: “Our insight shows us that moderation is very much on consumers’ minds, not just in ‘Dry January’ but all year round now.
“The low and no-alcohol category is a well-established category which is in huge growth, yet our insight showed that is was extremely important to make it clear to consumers that Stowford Press Low Alcohol Cider was a low alcohol cider product, which offered consumers choice within a low/no alcohol beer-dominated range.
“The new wording of LOW ALCOHOL 0.5% CIDER and the incorporation of the new blue colour therefore make it very clear to the consumer what the product is.
“Stowford Press Low Alcohol Cider is in strong growth, selling at an average of 12 bottles per week per store in one major retailer which has recently listed Stowford Press Low Alcohol Cider, with consumers buying an average of four bottles per visit. The new packaging design should only enhance this performance and further grow the low-alcohol cider category.”
The cider producer unveiled a new corporate brand identity in October 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.
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.
*ONS data, May 2017
**CGA Strategy & IRI data to December 2017