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Westons Cider gets behind Wyld Wood

As part of a further £3.5million brand investment across all Westons brands, Wyld Wood organic cider will receive consumer advertising, social media campaigns and a sponsorship deal with Jamie Oliver’s Big Feastival for the second consecutive year. In addition, Wyld Wood will be re-launching its 3litre  bag-in-box (BiB) product this month with a new creative, in an effort to maximize out of home drinking opportunities. The new packaging will also include a bright sun flash to highlight that the glass free and re-sealable packaging, perfect for outdoor activities this summer.

Commenting on the promotion, Ian Lewis, head of marketing, comments: “Wyld Wood has seen great success in the off-trade, consuming a lions share of the market and as we enter the summer months it is key that we position the brand as the perfect outdoor cider. The Wyld Wood 3l BIB accommodates all outdoor activities and is the perfect purchase for festival goers this summer as it offers a premium quality cider in accessible packaging.

With this investment boost we have taken a number of initiatives to educate the consumer about the meaning of organic. The new Wyld Wood POS materials take the focus back to nature and highlight the fact the apples used to make Wyld Wood come from organic orchards and we are also very pleased to sponsor Jamie Oliver’s Big Feastival and are the exclusive cider once again this year as the festival really promotes an organic and healthy way of living and attracts our key market.”

The Wyld Wood range has seen continued growth in the off-trade accounting for 71% of the organic cider category. (IRI Value MAT 1st March 2014).  Wyld Wood 3L BIB is seeing annual sales of £1.8 million with year-on-year growth of 12.2%.

The Wyld Wood 3L BIB is available across grocery multiples and convenience outlets across UK, RRP £7.25.

30 April 2014 - Felicity Murray The Drinks Report, editor