Bestway serves up an Ace for winning returns

Bestway Wholesale, the UK’s leading independent wholesaler, has relaunched its bestselling strong cider brand, dropping the ‘White’ from the White Ace name and introducing a new refreshing apple focussed packaging design.

The move to Ace Cider was made following consumer research by supplier Aston Manor that explored the needs of over 400 regular high strength cider drinkers, in which 93% of those surveyed considered the term ‘white cider’ negative and unhelpful. Consumers revealed it was the refreshing apple cider taste that motivates their choice and purchase decision and wanted to see this communicated more in packaging designs and product descriptions.

Roopinder Toor, Director of Trading for Licensed at Bestway Wholesale, says “As part of the redesign of Ace, a fundamental change is removing the term ‘white’ from both the name and the product description in response to consumer demands. We always strive to meet the needs of shoppers and consumers and the research undertaken identified taste as the primary reason why consum

“As part of the redesign, we have also introduced an apple graphic as the main on-pack image to re-inforce Ace Cider’s main ingredient and refreshing apple taste. We have also taken the decision to remove price-marks from packs.”