Aston Manor, UK’s largest independent cider maker, is increasing its investment in flagship cider brand, Kingstone Press with a new brand identity and package design following positive brand growth and increased distribution across all channels.
The cider maker is refreshing the brand identity with a new design which signals more premium cues and the brand’s regional provenance. The updated label directly links the cider to the apple varieties used and the orchards where the apples are grown. An authentic cider, Kingstone Press features a unique blend of bittersweet apples, including Dabinett and Michelin varieties grown in orchards from Herefordshire and Worcestershire, and dessert apple juice.
The brand refresh has been prompted by the increasing consumer interest in provenance and authenticity.
Justin Way, marketing controller at Aston Manor Cider said: “Consumer interest in provenance and heritage has had particular relevance in premium cider, but it’s also increasingly influencing the mainstream cider category. In our research, drinkers are telling us they’re becoming more discerning and looking for brands with genuine regional provenance and authenticity, which Kingstone Press delivers.”
“Kingstone Press has a great story to tell, from our orchards in Herefordshire and Worcestershire to our press on the banks of the river Severn in Stourport. We’ve reflected this in our new packaging, together with some more premium design cues and have had a great response from consumers in research groups.”
As part of the continued investment, the brand has also extended its partnership with Tough Mudder to remain the Official Finisher’s Cider at all the UK events until the end of 2017. The 120,000 participants expected to enter this year’s events, will be rewarded with a refreshing bottle of Kingstone Press when they cross the finish line.
The cider is also in its fourth year as a major partner of the Rugby Football League (RFL). As the Official Cider of Rugby League, the brand benefits from the growing national exposure of the sport with over 24 million fans who regularly attend matches or watch on TV.
Kingstone Press is available in three flavour variants; Classic Apple, Wild Berry and Pear, and in a variety of packaging formats including glass bottle, small PET and can.
24 April 2016 - Felicity Murray The Drinks Report, editor