New Westons Wyld Wood organic cider label, 2017

Westons has revamped the packaging of its Wyld Wood organic cider range in a bid to appeal to younger drinkers.

The Herefordshire brewer will roll out ‘brighter and simpler’ labels across its 500ml bottle and three-litre bag-in-box formats in May.

As part of the redesign by agency Brand on Shelf, Wyld Wood’s organic credentials have been highlighted, with front-of-pack messaging stating the apples used are grown in Soil Association-certified orchards. The range’s name, formerly deep red in colour, now appears in bright green.

Westons brand manager Tim Williams said 41% of organic consumers were aged between 25 and 44 years old. “It was therefore key that we repositioned the Wyld Wood brand in a way that attracts and engages this younger audience,” he added.

“More than half of ‘millennials’ (53%) try to include organic within their diet, versus a third of over-65s, which again highlighted the need to engage younger consumers with the brand.”

The organic beer, wine and spirit market has grown by 14.3% year on year in value sales [Nielsen 52 w/e 31 December 2016].