Westons has given its low-alcohol Stowford Press cider a makeover designed to play up the drink’s dry credentials.
The cider has been given fresh bottles featuring “blue cues synonymous with the low and no-alcohol category” along with a blue-coloured apple illustration.
It was “extremely important” to make the Stowford Press SKU stand out in a low-alcohol sector dominated by beer, said brand manager Holly Chadwick. “The new wording and the incorporation of the new blue colour make it very clear to the consumer what the product is.”
The makeover follows a significant corporate rebrand in October for Westons, which ditched its traditional black, yellow and red logo for a blue one designed to “reflect the significant changes the business has undergone over the past seven years” and mark the business’ ambition to grow by 40% by 2023.
Westons’ brands put in a strong performance in Britain’s supermarkets last year as shoppers opted for posher, more premium products. Henry Westons Vintage added £3.5m (2.2%) to its value, while Old Rosie grew £500k and Stowford Press £300k [Nielsen 52 w/e 9 September 2017].
The news comes as the mults have significantly boosted their low and non-alcoholic booze ranges over the last month to cash in on a growing number of shoppers abstaining for ‘Dry January’.