- Westons launches Stowford Press’ first fruit variant into the off-trade following the Herefordshire cider maker’s ‘most successful ever launch’ in the on-trade
- Fruit cider continues to drive sales in the off-trade with +13.6% growth[1] to account for 35.7 % of cider sales – and set to make up almost half of all cider sales by 2023[2]
- Canned cider is growing faster than any other format at +13.1%
- Stowford Press Mixed Berries to debut in Waitrose and Ocado from mid-October
Westons Cider, the UK’s leading authentic cider maker, is launching Stowford Press Mixed Berries in to the off-trade following the most successful new product launch in the Herefordshire cider maker’s history.
The launch coincides with a further round of impressive growth for fruit ciders in the off-trade, which are currently growing by +13.6% year on year, and well on the way to making up almost half (48%) of all cider sales by 2023.
At the same time, cans are growing faster than any other format at +13.1%, to claim 48.6% of all sales, as consumers demand for this format continues to surge.
“The fruit cider category is booming and is proving exceptionally popular with existing cider fans, as well as attracting incremental younger and female shoppers, who can find fruit cider a more accessible route into the category,” explains Holly Chadwick, Brand Manager for Stowford Press.
“Since rolling out to the on-trade in March, Stowford Press Mixed Berries has already smashed all previous records for Westons to become our most successful launch ever, winning numerous awards for taste[3], and we look forward to replicating that success in the off-trade,” added Chadwick.
With a 4% ABV, Stowford Press Mixed Berries will be available in four x 440ml cans from mid-October 2018 in Waitrose stores and online through Ocado (RRP, £5) before rolling out to other sections of the off-trade.
The launch also comes as Stowford Press and Stowford Press Mixed Berries have been the focus of a new summer TV advertising campaign featuring comedian Ellie Taylor and adventurer Alastair Humphreys. ‘The Wonderfulness of Local’ campaign – set to be repeated next year – highlighted the premium quality of Stowford Press cider and how all the apples used to create Stowford Press ciders are sourced from within a 50-mile radius of Westons’ cider mill.
Run by the fourth generation of the Weston family, Westons Cider – based in Herefordshire – also produces brands Henry Westons, Rosie’s Pig, Old Rosie and Wyld Wood.
[1] All figures IRI in market value sales to 18/8/2018 unless otherwise stated
[2] Westons Cider Report 2018
[3] Silver medal at International Cider Challenge;
Diploma from the British Bottling Institute
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