The company has announced three long-term business goals and is focused on: building the business, funding the future and 'creating a culture' around cider production. This involves innovating using traditional cider-making techniques and committing to leading in organic cider making.
Westons has invested heavily in its business over the past four years. Part of this round of investment consists of £15m spend on infrastructure and capacity improvements, including securing 1,200 acres of orchards, purchasing a new bottling line and increasing storage capacity. It has also purchased 6,000 new kegs at a cost of £70 per keg.
Speaking about the £15m investment, commercial director Geoff Bradman told The Morning Advertiser: “The industry is moving at such a pace that if you stand still, you’ll end up going backwards. We have to keep going forwards and that is what this investment is about.”
'Turning the tap on'
Bradman continued: “This will enable us to achieve our ambitious growth plans of 40% over the next five years and ensure we continue to produce ciders of the highest quality.
“Growth will come from developing our business both in the UK and internationally, and through our upweighted investment into our new generation brands such as Mortimer’s Orchard, Mortimer’s Orchard English Berry, Rosie’s Pig and Caple Rd, as well as other NPD (new product development) that we have in the pipeline."
Bradman also confirmed there would be further funding going forwards should “turning the tap on” be necessary to ensure growth targets are met.
The design of the new logo is the result of a process that began in August 2016, with the objectives of premiumising, energising and modernising the Westons brand.
Research was undertaken that involved consumer and trade research, stakeholder interviews and consumer focus groups to establish what Westons Cider means to them and what the design needs to represent.
Among the key findings from the research were that consumers felt the existing identity did not fully represent Westons’ authenticity and heritage as a family-owned cider producer, and that the colours of black, red and yellow did not convey the premium nature of Westons’ products.
Speaking about the redesign, Westons corporate brand manager Gemma Evans said: “Our research demonstrated that the Herefordshire region needed to be referenced on the logo as it’s renowned as being the heartland of cider making.
“It was also clear that Westons’ heritage, longevity and expertise needed to be alluded to while the design also needed to be contemporary to remain appealing. The established date of 1880 was also very important to carry on the logo, as well as it representing Westons Cider’s great quality.
“As a result, the new logo, designed by Cheltenham-based Brand on Shelf clearly states ‘Herefordshire’, ‘Westons’, ‘Cider makers’, ‘1880’, and combines a premium dark blue colour with gold foiling to highlight the quality, contemporary element.
“The new colour scheme reflects the brand’s traditional, quality cues, but also acknowledges its important position as a leading, contemporary English cider maker.”
The rollout of the new logo begins from 30 October and will be completed “in the next calendar year”.
The family-owned cider making business was founded by Henry Weston in 1878 and has been producing cider on a commercial basis since 1880. It now employs more than 200 people, produces over 30 different ciders and perries and has a turnover of over £58m.