The strategic rebranding initiative aims to enhance the brand’s premium positioning while attracting new consumers to the food and beverage category. This effort is also designed to unlock significant growth opportunities for off-trade retail partners throughout the UK.
Beginning at the end of July, the refreshed identity will launch on both four-pack and ten-pack Stowford Press cans (440ml). This new visual identity has been crafted to appeal to today’s discerning drinkers while remaining faithful to Westons’ artisanal approach to cider production.
Notably, the design conveys a clear message: 100% of the apples used are sourced locally. Additionally, it retains the press design to represent its authentic cider-making craftsmanship, aligning with current food and drink sustainability trends.
As per Circana data, Stowford Press has generated an impressive £7.1 million in growth within the retail sector over the past five years, underscoring significant food manufacturing trends.
The brand is also benefitting from a comprehensive commercial strategy, which focuses on encouraging repeat purchases. This includes a large-scale out-of-home media campaign that will target major retailers to raise awareness of the revamped packaging. The campaign will incorporate social media competitions, e-commerce banners, in-aisle point-of-sale materials, off-shelf feature displays, and targeted loyalty card promotions.
“At Westons Cider, we don’t make cider the easy way – we make it the right way,” stated Holly Chadwick, brand manager at Westons Cider.
“Stowford Press is a testament to that philosophy, made only with cider apples from local growers. Our new design heroes our roots in Herefordshire and the craftsmanship that sets us apart, while also appealing to a new generation of cider drinkers who want more than just a mainstream brand.”
Founded in 1880, Westons Cider boasts a diverse portfolio, including Henry Westons and Old Rosie, reflecting ongoing food and drink industry innovation.
