Addlestones cider gets a revamp

By Robyn Black

- Last updated on GMT

Related tags: Cider

The new Addlestones cider branding
The new Addlestones cider branding
Cloudy cider Addlestones has been redesigned to tap into the boom in craft drinks.

Speciality craft cider has doubled in volume over the past five years in the UK and is estimated to grow a further 25% year on year, according to CGA Strategy.

The new “more contemporary” look will appear across all packaging, PoS and glassware from this month.

“We know that there is a very strong and loyal following for the brand, and we believe that the new brand presentation will encourage new consumers to discover the cider for the first time,” explained marketing manager David Caffrey.

True to roots

“This contemporary take on a classic craft cider will improve stand-out in the fridge, and at the bar, while staying true to our West Country roots.”

Caffrey said that there were plans for 2014 to drive the brand and the cider category, including “upweighted” investment in trade and consumer activity.

The brand was last re-vamped in 2009, when it was owned by the Gaymer Cider Company. It is now part of the Shepton Mallet Cider Mill, an arm of C&C Group, the owner of the Magners brand.

Other Shepton Mallet Cider Mill brands include Blackthorn, Olde English, Taunton Traditional and K.

Earlier this year the C&C Group launched US cider brand Hornsby on to the UK market in 330ml bottles, to lure fans of American craft beers into the cider category.

Related topics: Cider

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