Stowford Press reveals its new packaging

Westons Cider has reinvigorated its flagship cider Stowford Press with a refreshed pack by BOS, a Cheltenham-based agency that specialises in 'brand on shelf' design.

The stylish new packaging is an evolution rather than a revolution of the previous design and has been simplified and sharpened to better represent the brand’s premium mainstream positioning. The new livery will drive brand standout and create real differentiation against an extensive backdrop of mainstream cider brands.

The redesign increases quality perception through the use of brighter gold colours and tactile finishes, and more emphasis has been placed on the traditional cider press image used to represent the heritage and provenance of Westons.

Ian Lewis, head of marketing comments, “As one of the UK’s leading premium ciders, 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 ”.

Geoff Bradman, head of UK sales comments, “Stowford Press is the third largest draught cider in the UK. The continued successes of Stowford Press in the off trade sees the brand going from strength to strength and far beyond our expectations with growth of +143% (IRI 52 w/e 19th July 2014).

We are delighted with the new design, which will appeal to both our loyal core consumer base and also attract those new consumers who are increasingly demanding a little something extra from their drinks.”

The new design references the brand message at the heart of a new through-the-line campaign ‘Slowly matured for a little extra character’ and is part of a multi-million pound investment in Stowford Press this year, including television advertising.

Westons Cider, an independent family owned business, has been producing cider and perry in the Hereford village of Much Marcle for over 130 years.  

Stowford Press within the off trade has seen phenomenal success and is now a £3.6 million brand, available in 500ml bottles, 500ml and 440ml cans as well as a price marked pack within the Impulse channel.

The new look will roll out across all off-trade channels from now, available in 500ml bottles, 500ml and 440ml cans. 

18 August 2014 - Felicity Murray The Drinks Report, editor