The bespoke kits have been designed to have high impact while remaining compact and consist of a range of refreshed POS tools. Materials have been created for both the individual brands and the Weston’s range as a whole with the aim of promoting the ever expanding traditional and craft cider category across independent channels.

Among the refreshed POS of materials that have been created and refreshed for the year include a Westons branded free-standing display unit designed by HRG and produced by CRP Print & Packaging using a 190C/150WTK EB flute board. It has a smaller footprint and can take 2 x 500ml x 24 Stowford Press Cans, allowing a smaller investment needing to be made by the retailer.

Head of marketing, Ian Lewis, comments: “Over the past year, crafted products have seen continued success and we have acknowledged the opportunity to maximise our strong presence in the off-trade by penetrating sales from the depot through to the point of purchase with the customer.

“We have recently invested the largest amount of money to date in to our brands and have created a very streamlined and focused approach to maximize this investment. We have given all of our brands strong identities and individual characteristics whilst maintaining the established and premium image of Westons, which is steeped in heritage and tradition.”

The revived Impulse kits include posters, window stickers, and shelf barkers and free standing display units which are available to the independent sector from this month.

Westons Cider has been produced in the Hereford village of Much Marcle for over 130 years.