g the successful launch of two new ciders – Merrydown Medium 6% ABV and Merrydown Blackcurrant 4% ABV – in 500 ml bottles last year, heritage cider brand Merrydown is now rolling-out the new-look across its other cider lines.Both Merrydown Vintage Medium and Dry 7.5% ABV 750ml glass bottles will feature the new livery from this spring, and Merrydown Medium 6% ABV cider is replacing the Merrydown Vintage 7.5% ABV ciders in the new-look 440ml cans.
The packaging, which is being rolled out during May, fuses contemporary and traditional imagery to reinforce the brand’s 70-year heritage while drawing out the personality consumers associate with the Merrydown brand name.
A prominent feature across all of the packs is the logo which depicts a fox dancing a jig and playing an apple core-shaped fiddle, bringing to life the character and sociability of the brand.
The new packaging emphasises that Merrydown Cider is ‘Made with a Unique Recipe’ paying homage to the fact that it is still based on the traditional Sussex recipe created by the brand’s founders in 1946.
The words ‘Delightfully Delicious’ are inscribed underneath the Merrydown brand name, whilst back labels explain that Merrydown cider is produced from eating apples which give the cider its appley taste.
Brand owner SHS Drinks will shortly be unveiling a new spring advertising burst to spearhead Merrydown’s recently launched ‘One Sip.
Many a knowing grin explained’ campaign, which also includes consumer PR and sampling, digital, in-store and food matching activity – the brand recently partnered with current Celebrity MasterChef Ade Edmondson who has created a trio of bespoke recipes for Merrydown Cider.
Debs Carter, marketing director – Alcohol at SHS Drinks, said:
“Last year proved to be a real turning point for Merrydown with the launch of Merrydown Medium 6% ABV and Merrydown Blackcurrant 4% ABV in 500ml bottles.
“They are now really starting to pick up momentum – since the start of 2014 distribution of Merrydown Medium 500ml bottles has more than trebled, and the two new lines have added approaching £1/2 million to the value of the heritage cider sector.
“That’s a great platform to build on in the year ahead, and the new lines and pack designs have had such a big impact.
“We’ve had such a positive reaction from the trade and consumers that we’ve decided to align the range by extending the new packaging to Merrydown Vintage 750ml bottles and re-launching Merrydown 440ml cans with the Merrydown Medium 6% ABV cider and the new livery.”
