nvigorate its flagship cider Stowford Press, giving the brand a new look which emphasises its place within the premium cider category.The new packaging is an evolution rather than a revolution of the previous design and has been simplified and sharpened to better represent the brand’s mainstream positioning.
The new livery hopes to drive brand standout and create real differentiation against an extensive backdrop of mainstream cider brands.
The packaging has been re-designed in a bid to increase quality perception with the use of brighter gold colours and tactile finishes.
More emphasis has been placed on the traditional cider press image used to represent the heritage and provenance of Westons.
Ian Lewis, head of marketing, said: “As one of the UK’s leading premium ciders, we were keen to evolve the brand’s packaging to reflect both its core credentials and premium position within the UK market.
“The new contemporary look is designed to also reinforce and emphasise the quality of the cider inside the bottle ”.
Geoff Bradman, head of UK sales, said: “Stowford Press is the third largest draught cider in the UK.
“The continued successes of Stowford Press in the Off Trade sees the brand going from strength to strength and far beyond our expectations with growth of +143%.
“We are delighted with the new design which will appeal to both our loyal core consumer base and also attract those new consumers who are increasingly demanding a little something extra from their drinks.”
The new design references the brand message at the heart of a new through-the-line campaign, “Slowly matured for a little extra character” and is part of a multi-million pound” investment in Stowford Press this year including television advertising.
The new look will roll out across all off trade channels from now, available in 500ml bottles, 500ml and 440ml cans.
The new look price marked pack will be available in the Impulse channel this month.
