The new packaging design features the wording ‘LOW ALCOHOL 0.5% CIDER’ in large blue typography and a new blue-coloured apple illustration also features in the background for the first time. The gold-coloured apple icon and gold rays remain in the design, reinforcing the cider cues.
The 330ml glass bottle also remains the same, with a new updated neck label displaying the new Westons Cider corporate logo which was launched in October.
The rebrand comes at a time when interest in low- and no-alcohol products is at an all time high. According to ONS (Office for National Statistics) data, only 57% of adults claim to have drunk alcohol in the past week, while 27% of young consumers are now teetotal.
Speaking about the rebrand, Stowford Press brand manager Holly Chadwick said: “Our insight shows us that moderation is very much on consumers’ minds, not just in ‘Dry January’ but all year round now.
“The low- and no-alcohol category is a well-established category that is in huge growth, yet our insight showed that is was extremely important to make it clear to consumers that Stowford Press low-alcohol cider was a low-alcohol cider product, which offered consumers choice within a low/no-alcohol beer-dominated range.
“The new wording of LOW ALCOHOL 0.5% CIDER and the incorporation of the new blue colour, therefore, make it very clear to the consumer what the product is.
12 bottles a week per store
Chadwick continued: “Stowford Press low-alcohol cider is in strong growth, selling at an average of 12 bottles per week per store in one major retailer which has recently listed it, with consumers buying an average of four bottles per visit.
“The new packaging design should only enhance this performance and further grow the low-alcohol cider category.”
Westons unveiled a new corporate brand identity in October to reflect the significant changes the business has undergone over the past seven years. It also announced ambitious plans to grow the business by 40% by 2023, to reach in excess of £85m.