Westons Cider is introducing a new berry-flavoured variant to capitalise on strong growth in fruit cider on draught.
Stowford Press Mixed Berries will be launched into pubs and bars nationally in April. At 4% ABV, it is described as a well-balanced and bright fruit cider with a burst of berry flavour.
Draught fruit cider has become a key driver within the on-trade cider category, with sales up 41.4% year on year, according to research specialist CGA Strategy. Stowford Press has identified space for a premium mainstream offering to drive value in this segment.
Holly Chadwick, brand manager for Stowford Press at Westons, said: “Sales of fruit ciders are flourishing, driven by the vast number of consumers seeking out sweeter, refreshing flavours.
“25.7 million fruit pints are now drunk in the on-trade, and it’s clear to see that fruit ciders are broadening consumer interest in the wider category. By appealing to younger, female consumers who are often new to the category, fruit ciders are also driving incremental sales.
“It’s clear that there is a fantastic opportunity for the on-trade to drive greater value into the fruit cider category, with a new premium mainstream offering from the UK’s third largest draught apple cider brand.
“Thanks to the substantial interest in fruit cider nationwide, within five years we expect it to account for just under 50% of all cider sold.”
The launch of Mixed Berries will be supported by a high-profile consumer brand campaign for Stowford Press, due to roll out from May 2018 across media, PR and social channels.