Henry Westons launches BiB mulled cider

Henry Westons, the UK’s largest traditional premium cider brand, has launched the UK’s first bag-in-box Mulled Cider for the take-home market and relaunched its large 20 litre on-trade BiB Mulled Cider with a redesigned pack and pump clip.

Henry Westons BiB for the take-home market contains 2.25 litres of cider, which is just the right amount for warming over the hob for a party. The new bag-in-box format will keep for six weeks once opened, so single serves can be poured without consumer concern for waste.

Until now, all other packaged mulled cider products have come in 75cl bottles. This volume is not enough for a party occasion, but too much for one mug of mulled cider. Likewise, the bottled format will last no longer than five days because bottles are not airtight once opened.

CRP supplied Westons with the box and Smurfitt Kappa the bags.

Henry Westons Mulled Cider is a classic rich English cider blended with cinnamon and mulled spices and has an abv of 4%. The product is ready-to-drink and need only be warmed over the hob or in the microwave before drinking.

Matthew Langley, senior brand manager for Henry Westons, says: “The mulled cider category has seen huge growth over the last three years, yet until now there has been a gap in the market for a larger sharing format which will keep for more than just a few days.

“We originally launched our Mulled Cider into the on-trade in 2012, and volumes last year were up 200% on the previous year, which reflects how consumer demand for the product is growing phenomenally.

“According to Mintel data, 69% of consumers will consider cider in sharing formats such as bag-in-box, and with 56% of consumers drinking cider at least once a month through the winter.”

Henry Westons last month announced that it was 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 took effect from the beginning of October and features across the entire range.

The on-trade 20L BiB has brighter and simpler packaging. The pump clip for the product has also been refreshed to bring it in line with the rest of the range. It is available from now until January and is a classic rich English cider blended with cinnamon and mulled spices, with an abv of 4%. The product is ready-to-drink and licensees need only warm the product in a large soup kettle before serving.

Langley adds: “Westons Cider first launched Mulled Cider in the on-trade in 2012, in 2013 volumes grew over 200% which reflects how consumer demand for the product has grown phenomenally.  We conducted some research that demonstrated consumer salience of the Henry Westons brand and made the decision to re-launch as Henry Westons Mulled Cider to continue to drive the growth of this exciting proposition. Early indications are that volumes this year could easily double that of last year with on-trade interest already being incredibly positive.

Henry Westons is a H. Westons & Sons brand. 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.

20 October 2014 - Felicity Murray The Drinks Report, editor