Westons makes brands a family affair

11 July, 2008

Westons has rebranded its organic range with a look designed to bring the ciders together as a family of brands.

The move is the first step in a general streamlining of the business, which will see Westons' 32 ciders grouped into brand families, including Stowford Press, traditional ciders and draught traditional ciders.

The new-look organic range comes in a bespoke bottle, which is 10% lighter than Westons' previous bottles.

The relaunch is being backed with a 500,000 marketing campaign, including trade advertising focusing on the brands' heritage, consumer ads in organic titles and neck collars made from recycled card on the first 380,000 bottles.

"Our organic sales are growing 20% year on year by value and volume, according to Nielsen - it's becoming a huge market for us," said brand marketing executive Helen McIlveen.

"It's been 12 years since Premium Organic was given a face-lift. Now it's time to lift the image - it's a premium-end cider, so it's got to have a premium look and

appeal. We need to differentiate ourselves very strongly from the others in the category."

The move with the organic range follows Westons' corporate re-branding earlier this year.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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