Westons Cider expands Henry Westons range

Westons Cider is expanding its Henry Westons range with three new variants to tap into interest in cloudy, rosé and organic ciders.

The producer said it saw growth of 8.2% for its Henry Westons Vintage variant in the year to January 4, 2020 according to IRI data.

This is in contrast to mainstream cider, which is down 9.7%, while premium, traditional ciders and craft ciders continue to grow in popularity. Craft cider grew 9.4% over the same period.

The new Henry Westons variants – Cloudy Vintage, Vintage Rosé and Organic - are being introduced with the aim of further diversifying the Henry Westons portfolio to offer shoppers “authentic, premium and high-quality choices” within cider sub-categories, the producer said.

Henry Westons Cloudy Vintage (7.3%) is a medium-dry naturally cloudy, unfiltered cider, which is described as being “full-bodied and sparkling with a fruity character.

Henry Westons Vintage Rosé (5.5% abv) is a medium cider, described as being smooth and rounded with a long fruity finish.

Henry Westons Organic Cider (6% abv) is “rich and fruity with honeyed notes”. The medium-dry cider is certified organic by the Soil Association.

Sally McKinnon, head of marketing at Westons Cider, said: “Henry Westons is by far the most popular glass bottled apple cider in the UK. The brand is currently growing 9.1% year-on-year and it is worth £45.1 million.

“Premiumisation has certainly played a big part in fuelling the impressive growth of Henry Westons, and – as value sales continue to outstrip volume sales – we expect to see more shoppers trading up to the brand from mainstream offerings.

“The launch of these innovative variants will enable us to introduce Henry Westons to new shoppers who are currently buying into three exciting sub-categories of cider: cloudy, rose and organic. We know that line extensions dive incremental sales for the Henry Westons brand and, by welcoming in these new shoppers, the NPD will propel further growth.”

All three new additions will be available in 50cl bottles priced £2.19 each.

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