The cider-maker aims to increment market share for its £85m brand while broadening its appeal to its non-traditional demographic such as young drinkers and women.
Brand manager Holly Chadwick said: “The latest Stowford Press variant will offer cider drinkers even more choice and continue to draw in drinkers new to the cider category, with an accessible taste profile and lower ABV.”
The latest addition to the Westons Cider on-trade portfolio coincides with the significant volume and value growth of cloudy cider.
Chadwick said: “The cider category is growing 2.2% overall year on year and consumers are increasingly keen to experiment with new flavour profiles.
“This is evident with the growth of fruit cider, and cloudy cider is already proving particularly popular in regions such as London and East Anglia.”
Westons uses traditional methods in its cider-making process and more than 90% of the apples used to make Westons ciders is sourced from the three countries of Herefordshire, Worcestershire and Gloucestershire.
Run by the fourth generation of the Westons family, Westons Cider has been producing cider from its mill in Herefordshire since 1880.
Bronze colour palette
Chadwick added: “The launch of Stowford Press Cloudy will enable the on-trade to drive greater value into the cloudy cider category with a premium mainstream option. It will also provide high-volume cider outlets with an opportunity to diversify their offering and drive incremental sales.”
The new variant packaging features a natural green and bronze colour palette that draws on the long-established heritage of the Stowford Press parent brand.
Launching in the on-trade in October, the expression is a lightly carbonated, medium-sweet cider, with an ABV of 4%.