frosty jacks

Aston Manor Cider is relaunching its booming Frosty Jack’s brand with a fresh look and two new flavours.

The original 7.5% abv Frosty Jack’s will be joined by a 6% golden apple cider and a 4% mixed berry variant. All three will be available in formats including four-packs of 500ml cans (rsp: £3.99 for original and golden apple/£4.99 for mixed berry), with Aston Manor saying cans had been identified as a major opportunity for retailers in every distribution channel.

Mixed berry will also be sold in a one-litre PET bottle (rsp: £2.25) that Aston Manor said was a first for a fruit cider.

Frosty Jack’s new look features bold background colours, a reworked logo with a more prominent apple icon, and an iceberg graphic to encourage consumers to serve the drink over ice.

The relaunch comes as sales of the brand are in strong growth, up 10.3% year on year to £44.6m in a cider category up 2.4% [Nielsen 52 w/e 14 October 2014].

“There is a considerable consumer franchise with Frosty Jack’s,” said Aston Manor MD Gordon Johncox, adding the new look and products were being presented to the off-trade now. “Research we are sharing with retailers reveals how these range extensions and updated packaging will create incremental sales through making the brand more accessible with new flavours and formats.”

Malvern-based Aston Manor produces a range of ciders, from the mainstream Frosty Jack’s to Malvern Gold and organic cider for Duchy Originals.