Westons ramps up marketing spend
Cider maker Westons is increasing marketing spend by 40% this year, which will include its first consumer campaign as well as a programme of initiatives exclusive to the on-trade.
The Herefordshire-based company is investing £300,000 in the new consumer push to highlight its tie-up with the Wildlife Trusts across its Premium Organic bottled range and is launching an on-trade campaign for its draught Cider Ice serve.
The campaign with the trusts, under the strapline Living Orchards, is part of Westons’ plan to plant 15,000 more apple trees in a commercially viable, but also wildlife-friendly, way.
Caps on bottles of Westons premium Organic Pear and Apple cider will display a code, which can be redeemed at www.livingorchards.com, for prizes or donated to help support the work of the Wildlife Trusts.
Promotional kits for licensees will include posters, table talkers and other PoS to prompt drinkers to request their caps from bar staff when they order a bottle of cider.
The on-trade initiatives include a new promotion, Feel The Chill, in which consumers collect thermochromatic gamecards that reveal if you’ve won a free pint or not when pressed against the cold pint glass.
This will be supported with PoS and licensees taking part will receive a free barrel to cover the free pints.
Westons also revealed it is to launch a new lower-in-alcohol cider under its Premium Organic range. The 2.5% abv apple cider will be launched next month.
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