Westons Cider is raising the profile of its Stowford Press brand, with off-trade distribution a particular focus, as it targets sales of £100m in the next 10 years.

Off-trade sales are currently driven by its Henry Weston and Wyld Wood ciders. But Stowford Press has been identified as a catalyst to boost the Herefordshire company’s £43m turnover, as Stowford sales increased by 61% by value over the past year [CGA December 2011], making it the third-bestselling draught cider in the on-trade behind Strongbow and Blackthorn.

With only “a smattering” of distribution points in the off-trade, Westons commercial director Roger Jackson said addressing this would be a major focus in the next two years - particularly wholesale and impulse.

Westons has recruited a third-party sales team to drive distribution. It also announced it was sponsoring England Cricket until the end of 2014 this week. Spend on its entire cider portfolio will increase by a third compared with last year, to include neck-collar promotions offering the chance to win one of 15 Lotus Elise cars and other prizes.