Henry Westons cider gets a fresh new look

Henry Westons, the UK’s largest traditional premium cider brand, is giving its range a fresh new look with brighter and simpler packaging, to appeal to a broader consumer group while reinforcing its premium positioning. 

The updated packaging created by Brands On Shelf design agency in Cheltenham takes effect from the beginning of October and features across the entire range which includes Henry Westons: Vintage Cider, Vintage Perry, Medium Sweet Cider and Medium Dry Cider in 500ml bottles in the take-home market, and Henry Westons: Mulled Cider, Still Country Perry and Family Reserve Still Cider fonts in the on-trade. It follows detailed consumer research with existing and potential Henry Westons consumers during Autumn 2013, which found that the current design was “liked but a little tired” and that it should therefore be refreshed not rebranded.

The new look brings forward the portrait of Henry Weston, Westons’ founder, to tie Henry ‘the man’ closer to the brand name, with a new sepia tone to reinforce the brand’s heritage which dates back to 1880. ‘Herefordshire Cider’ now surrounds the image of Henry to reinforce the provenance of the cider while Henry Weston’s signature provides a stamp of authenticity. Updated Victorian-style etched fruit imagery reinforces the heritage of the brand while ‘Henry Westons’ now works as a standalone logo on a scrolled ribbon. The simplified messaging with a reduction in the number of fonts used helps create better stand-out. 

Matthew Langley, senior brand manager for Henry Westons, says: “Our new-look packaging will attract a broader range of consumers while also helping them to engage more with the brand, through its simpler messaging and more premium feel. Henry Westons Vintage is growing at 20% in value, out-performing the traditional premium cider category by 8% and is the fifth largest apple cider brand in the UK off-trade. Our new packaging will ensure growth continues at this phenomenal rate.  

“Our research showed that gold should still be used to create a premium feel, however the new packaging moves away from the current brassy gold to something much more premium. Likewise, the portrait of Henry Weston is now closer to the brand name to help reinforce the brand’s rich heritage and authenticity cues. Feedback in trade so far has been exceptionally positive and we are looking forward to introducing it to consumers.”

Henry Westons is one of H. Westons & Sons’ iconic heritage brands. The company is now run by the fifth generation of the Weston family, which has been producing traditional English cider in the Herefordshire village of Much Marcle since 1880. Westons makes a broad range of ciders for the premium cider sector with its other key brand groups including Stowford Press, Wyld Wood Organic Cider and Old Rosie.

22 September 2014 - Felicity Murray The Drinks Report, editor