Westons Cider has unveiled new packaging for its Stowford Press LA brand to reinforce its commitment to the low-alcohol cider category.

The Herefordshire cider maker has revamped the packaging for the 0.5% abv brand, to highlight its low alcohol credentials and further boost the low-alcohol (LA) cider category.

Changes include more emphasis on the blue cues, which are synonymous with the low and no-alcohol category, while a new blue-coloured apple illustration also features in the background for the first time.

Stpwford Press’ brand manager, Holly Chadwick, said: “Our insight shows us that moderation is very much on consumers’ minds, not just in Dry January but all year round now.

“The low and no-alcohol category is a well-established category which is in huge growth, yet our insight showed that it was extremely important to make it clear to consumers that Stowford Press Low Alcohol Cider was a low alcohol cider product, which offered consumers choice within a low/no alcohol beer-dominated range.

“The new wording of ‘LOW ALCOHOL 0.5% CIDER’ and the incorporation of the new blue colour therefore make it very clear to the consumer what the product is.

“Stowford Press Low Alcohol Cider is in strong growth, selling at an average of 12 bottles per week per store in one major retailer which has recently listed the brand, with consumers buying an average of four bottles per visit. The new packaging design should only enhance this performance and further grow the low-alcohol cider category.”

The producer unveiled a new corporate identify in October to reflect the changes the business has undergone over the last seven years and support its ambitious plans to grow the business by 40% by 2023 to reach in excess of £85m.