Westons has launched a medium dry cider called Henry Westons Signature Vintage in a bid to attract a wider consumer base into the category.

The 8.2% abv Henry Westons Vintage brand is flourishing in the off-trade and it enjoyed sales of £41 million in 2018 (IRI).

Henry Westons Signature Vintage comes in at 6.8%, but it has been carefully blended in order to achieve a complex mouthfeel and smooth finish.

“The launch of Henry Westons Signature Vintage will enable us to further excite, engage and challenge crafted cider shoppers across the UK with the product’s distinctive taste profile, complex mouthfeel and lower abv,” said head of marketing Sally McKinnon. “Additionally, we’re confident the new multipack format will be a hit with Henry Westons loyalists, helping us to drive weighted purchase and volume sales for the brand.”

It launched in both a 50cl bottle retailing at £2 and 6x50cl multipack retailing at £9.50 in Tesco.

Henry Westons has enjoyed double-digit growth for the last five years. “The brand’s impressive growth is driven by an in-depth understanding of our target consumer, and the reliable depth of flavour that gives Henry Westons its character,” said McKinnon. “The new launch will inspire discerning crafted cider drinkers to discover more about the category and broaden appeal for crafted cider among a wider consumer base.”