Stowfords Press introduces new look to push premium cider image

By Richard Siddle

Published: 14 August, 2014

Leading cider brand, Stowford Press, has gone through a re-design to push more its premium credentials and focus in on the the traditional cider press image on the label which it hopes will reinforce its heritage and provenance.

Westons Cider, which produces Stowford Press, said the new look was more "an evolution than a revolution" of its previous design and has been simplified to better promote its premium mainstream positioning and hopefully get better stand out against the burgeoning cider category.

Ian Lewis, Weston's head of marketing, said: "We were keen to evolve the brand's packaging to reflect both its core credentials and premium position within the UK market. The new contemporary look is designed to also reinforce and emphasise the quality of the cider inside the bottle."

Stowford Press is currently the UK's third biggest draught cider and has achieved 143% growth in the off-trade (IRI 52 w/e July 19, 2014).

The new design also gives greater prominence to the brand's tagline, "Slowly matured for a little extra character".

The new look will be supported by a further wave of television and above the line advertising.

It will feature on 500ml bottles and 500ml and 440ml cans. A new look price marked pack will also be available in the convenenience and impulse channel later this month.

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