Addlestones relaunch targets “experimental” craft fans

Addlestones RangeCloudy cider Addlestones from The Shepton Mallet Cider Mill in Somerset has been relaunched with a new look across branding, glassware, fonts and point-of-sale materials.

The new designs maintain the brand’s logo that consumers will recognise but the new look aims to extend the cider’s appeal to new more experimental drinkers looking to discover craft products.

Established over the last 20 years, Addlestones has benefited from growing interest in specialist craft cider and now has the highest rate of sale of all on-trade specialty ciders, out-performing the market leader by 53% in November, according to on-trade data company CGA.

David Caffrey, marketing manager for Addlestones, said: “Addlestones is a particularly exciting brand within The Shepton Mallet Cider Mill portfolio, given the rapid growth in specialty craft cider, which has doubled in volume over the last five years and is estimated to grow 25% year on year.

“We know there is a very strong and loyal following for the brand, and we believe that the new brand presentation will encourage new consumers to discover it for the first time.

“This contemporary take on a classic craft cider will improve stand out in the fridge, and at the bar, while staying true to our West Country roots.

“Our plans for 2014 will include up-weighted investment in trade and consumer activation to build on the launch to help to drive the specialist cider category.”

Addlestones is part of C&C Group which also owns leading cider brands such as Magners which also unveiled a new branding last month.

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