Aspall Cyder has been given a major makeover.
The brand, which was snapped up by brewing giant Molson Coors in 2017, has rolled out a look across its entire range of ciders, with an eye to playing up its upmarket credentials.
“We want to be the champagne of the cider category,” Aspall GM Dale Scott told The Grocer.
“Alcohol is getting more competitive and cider is no different, but we see a real opportunity. We’re trying to be an educator within the market and show people cider can be a lot more than what people think it is today.”
The brand would “continue to look at NPD”, he said, but there was “nothing desperately pending that I’m eager to throw out to the market too quickly. Our first job is to ensure that the visual brand identity lands well.
“Our current customer base is probably the most loyal. But they don’t shout about our brand to anyone else. So we need to talk about it in a way that engages existing customers but brings in a new drinker.
“We’ve got a business that has finite amount of capacity and we want to make sure when we fill that we fill it with the right brands – not just chasing volume,” he said, adding Aspall was generally moving away from supplying own-label cider.
It comes after the brand cut the alcohol content of its Premier Cru and Organic Cyders earlier this year, after the government’s higher tax bracket for white ciders kicked in earlier this year.
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