K Cider

K Cider has undergone a rebrand

Cider brand K is sporting a sophisticated new look in a bid to better reflect the brand’s premium positioning.

The new packaging, designed to stand out in a sector largely dominated by loud branding and vivid colours, still features a minimalist design but the brand’s iconic red K symbol is embossed on a matt black can finish.

The gold top now also features a red ring pull, which is discreetly marked with the letter K.

The revamp of the 8.4% ABV cider coincides with the introduction of a new 330ml can format, which joins the 440ml and 500ml family.

“The impactful new look reflects the premium quality of the product and its positioning for premium drinking occasions, whilst ensuring superior standout on shelf,” John Edwards, marketing director for The Shepton Mallet Cider Mill, said.

“Significant investment has been committed to the brand with striking new POS items supporting the brand refresh across the trade.”

Last month K moved jumped from 11th position in impulse channels to seventh and is showing even stronger performance in London, growing in the off trade at 7% in volume and 12% in value [ACN 24 May 2014].