Westons publishes first category-wide report on cider

Mortimer's Orchard font badge

A new industry-wide report has been published by Westons Cider to provide operators in the on-trade with insights and tips to help them increase cider sales.

Covering the whole category and not just Westons’ brands, it brings together information on the opportunities, challenges and drivers, based on new consumer research and data from the likes of on-trade specialists CGA Strategy.

It includes recommendations on how both the on-trade and off-trade can increase sales, with advice on choosing styles of cider to stock on the bar and in the fridge and organising a cider festival.

It highlights growth areas in the UK on-trade, where volumes are up 0.9% year on year and sales by value are up by 2.7% – in contrast to a decline in the off-trade. The report can be found online at www.westons-cider.co.uk/CiderReport2016.

One of the key segments for growth include super-premium cider which was up by 2.8% year on year in terms of volume in the UK on-trade. Westons is driving this market through its own brand, Mortimer’s Orchard, which last month began rolling out a new font badge (pictured).

The new design moves the original white Mortimer’s Orchard badge on to a more vibrant design using the brand colours of lime green and teal. The double-plated badge also has an embossed brass finish which gives an additional premium cue at the point of purchase.

Like the previous font badge, the new design conveys that Mortimer’s Orchard is made by Westons, which dates back to 1880, and that it contains 5% ABV. Additional wording reminds consumers that the cider is made with 100% fresh English apple juice, which helps to reinforce its super-premium positioning.

Geoff Bradman, Westons commercial director, said: “Mortimer’s Orchard was launched just two years ago into the draught super-premium cider category and we are absolutely delighted with just how successful the brand has been.

“We are seeing year on year growth of 148%, and Mortimer’s Orchard ties in perfectly with the ever-increasing consumer trend for premiumisation, with consumers continually seeking out the best quality brands available.”

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