Westons reveals £3.5m marketing spend on Henry Westons Vintage
Westons Cider is set to ramp up investment in its off-trade brand, Henry Westons, ahead of the key May Bank Holiday period.
The Herefordshire-based, premium cider producer has revealed a new round of marketing activity including a national TV advertising campaign, on-pack promotion and a new ‘principle partner’ agreement with Cheltenham Jazz Festival.
The latest round of TV advertising features Westons’ take on the eponymous founder’s legacy, while also emphasising the brand’s traditional production methods. The advert will be on air in two six-week burst from this week.
This year also sees the brand scale up its partnership with Cheltenham Jazz Festival. The cider brand has given its name to ‘Henry Westons Big Top ‘ on the festival site, while the partnership will also include samples and the return of ‘Henry Westons Session’, featuring acoustic performances from artists such as Corinne Bailey Rae, Rick Astley and Imelda May.
In addition, an on-pack promotion will appeal on three million bottles of Henry Westons during May, June and July, offering consumers a chance to win a trip to New Orleans, plus tickets to the New Orleans Jazz Festival.
Tim Williams, Henry Westons Brand Manager at Westons Cider, said: “Henry Westons is a star performer within the Westons Cider portfolio and continues to go from strength to strength. The brand’s impressive growth is driven by an in-depth understanding of our target consumer, and the reliably smooth and rounded flavour that gives Henry Westons its character.”
Matthew Langley, Insight and Innovation Manager at Westons Cider, added: “This fantastic campaign for Henry Westons comes as we release our third annual cider report, which reinforces the key role that traditional crafted ciders like Henry Westons have to play in growing sales for off-trade retailers large and small.
“Glass bottle cider accounts for more than £1 in every £3 spent in the off-trade and this format continues to grow by 2.4% year-on-year, so it is essential that retailers continue to stock the brand that remains the main driver of that growth, Henry Westons.”
The activity forms part of a £3.5 million marketing investment in the brand over the next three years.