Westons Cider, the UK’s leading authentic cider maker, is expanding its popular Stowford Press brand with the launch of a new price-marked four pack of Stowford Press Apple Cider pint cans.
The new format will help cater to the increased demand for premium serves at home, and comes off the back of impressive double-digit growth for Stowford Press in the off-trade (+11.3%) despite the decline in volume sales of Mainstream Cider (-7.3%).[1]
Its growth reflects the premiumisation of the cider category, and can be attributed to the value consumers continue to place on products from traditional, heritage brands which they can rely on to deliver a high-quality, pub-style serve at home.
“It’s no secret that, as a nation, we love to sip on a pint in our favourite pub. This is reflected in the performance of Stowford Press, which is currently the third largest draught apple cider brand in the on-trade,”[2] says Holly Chadwick, Brand Manager – Henry Westons and Stowford Press at Westons Cider.
“However, in the wake of the pandemic, we’ve seen an increasing number of Brits try their hand at recreating the pub and bar experience at home. As a result, retail sales of Stowford Press have soared and it’s clear there’s an opportunity to drive this further with the launch of our new pint can.
“In fact, pint cans currently overtrade in the convenience channel – with a 7.4% share of cans value compared to 3.8% in total market[3]. This, alongside the fact that PMPs represent three quarters of sales in the convenience channel[4], only serves to reinforce our confidence that this format will help our retail customers drive higher volume sales.”
Earlier this year, Westons Cider brought all canning production in-house as it unveiled a brand-new £3 million canning line at its Herefordshire mill. This reflects the increasing dominance of canned products within the cider category (59% share, up 18.1% vs. 2019),[5] and the launch of Stowford Press Apple pint can marks another step towards the business’ ambitious growth plans.
Stowford Press Apple pint can (4.5% ABV) will be available initially in a price-marked pack of four 568ml cans across wholesale and convenience from early December (RRP: £5.50).
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] IRI Info scan 52 w/e 11.09.2021
[2] CGA MAT to 14.08.2021
[3] IRI Info scan 52 w/e 11.09.2021
[4] Nielsen Independents MAT to 11.07.2020
[5] IRI 52w/e 9th Oct 2021
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