Westons Cider taps into low-alcohol trend with bottle revamp

Stowford Press Low Alcohol Cider 2018

Westons Cider has revamped the packaging of its low-alcohol variant of Stowford Press to capitalise on the growing trend of moderation in consumers’ drinking.

Containing only 0.5% ABV, Stowford Press Low Alcohol Cider has been relaunched with a new bottle design that emphasises the blue cues synonymous with the low- and no-alcohol category.

It features the description of “low alcohol 0.5% cider” in large blue typography and a new blue-coloured apple illustration in the background. The gold-coloured apple icon and gold rays remain in the design, reinforcing the cider cues.

While the 330ml glass bottle itself stays the same, it has an updated neck label displaying the new Westons Cider corporate logo that was launched in October.

As the only low-alcohol branded apple cider on the market, it is tapping into trends that are seeing a decline in volume sales of alcoholic drinks, with the Office for National Statistics reporting that only 57% of adults say they have drunk alcohol in the last week.

Holly Chadwick, Stowford Press brand manager, 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.”

The cider producer unveiled a new corporate brand identity in October to reflect the changes the business has undergone over the last seven years and support its plans to grow the business by 40% by 2023 to reach sales of over £85million.

Run by the fourth generation of the Weston family, Westons Cider in Herefordshire also produces Wyld Wood, Henry Westons, Old Rosie, Rosie’s Pig, Caple Rd and Mortimer’s Orchard ciders.

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