Westons Cider is reinvigorating its flagship cider Stowford Press with a bold new look intended to emphasise its place within the premium cider category.
Described as an evolution rather than a revolution of the previous design, the packaging has been simplified and sharpened to better represent the brand’s premium mainstream positioning.
The new livery is set to drive brand standout and create real differentiation against an extensive backdrop of mainstream cider brands.
The packaging has been re-designed to increase quality perception with the use of brighter gold colours and tactile finishes. More emphasis has been placed on the traditional cider press image used to represent the heritage and provenance of Westons.
Head of marketing Ian Lewis said: “As one of the UK’s leading premium ciders, we were keen to evolve the brand’s packaging to reflect both its core credentials and premium position within the UK market. The new contemporary look is designed to also reinforce and emphasise the quality of the cider.”
Geoff Bradman, head of UK sales, added: “Stowford Press is the third largest draught cider in the UK. With a growing reputation as one of the finest-tasting draught ciders in the market, we are delighted with the new design which will appeal to both our loyal core consumer base and also attract those new consumers who are increasingly demanding a little something extra from their drinks.”
The new design references the brand message at the heart of a new through-the-line campaign, “Slowly matured for a little extra character”, and is part of a multimillion-pound investment in Stowford Press this year including television advertising. The new look will launch over the next few weeks.