These New Henry Westons Ciders Come in Three Varieties
Michael Hemsworth — March 21, 2020 — Marketing
References: westons-cider & conveniencestore
A new lineup of Henry Westons ciders have been launched by the brand to offer drinkers a number of options that build on the popularity of the brand's Vintage selection. The ciders include the Vintage Rosé, Organic Cider and the Cloudy Vintage, which feature ABVs of 5.5%, 6% and 7.3%, respectively. The Vintage Rosé is a medium cider with a long fruit finish, while the Organic Cider has rich fruit and honey notes, and the Cloudy Vintage is unfiltered, full-bodied and fruity in character.
Westons Cider Head of Marketing Sally McKinnon spoke on the new Henry Westons ciders saying, "Premiumisation has certainly played a big part in fueling the impressive growth of Henry Westons, and – as value sales continue to outstrip volume sales – we expect to see more shoppers trading up to the brand from mainstream offerings. The launch of these innovative variants will enable us to introduce Henry Westons to new shoppers who are currently buying into three exciting sub-categories of cider: Cloudy, rosé and organic. We know that line extensions drive incremental sales for the Henry Westons brand and, by welcoming in these new shoppers, the NPD will propel further growth.”
Westons Cider Head of Marketing Sally McKinnon spoke on the new Henry Westons ciders saying, "Premiumisation has certainly played a big part in fueling the impressive growth of Henry Westons, and – as value sales continue to outstrip volume sales – we expect to see more shoppers trading up to the brand from mainstream offerings. The launch of these innovative variants will enable us to introduce Henry Westons to new shoppers who are currently buying into three exciting sub-categories of cider: Cloudy, rosé and organic. We know that line extensions drive incremental sales for the Henry Westons brand and, by welcoming in these new shoppers, the NPD will propel further growth.”
Trend Themes
1. Premiumisation of Ciders - Opportunity for brands to offer high-quality, specialty ciders that cater to consumers' desire for unique and refined drinking experiences.
2. Expansion Into Sub-categories - Brands can capitalize on the popularity of sub-categories like cloudy, rosé, and organic ciders by introducing innovative variants that attract new customers.
3. Line Extensions Driving Growth - The introduction of new cider variants can drive incremental sales and propel further growth for brands like Henry Westons.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry can explore premiumisation of ciders and the expansion into sub-categories to stay competitive and meet evolving consumer preferences.
2. Craft Ciders - Craft cider producers have the opportunity to create unique variants in sub-categories like cloudy, rosé, and organic ciders to appeal to a niche market of discerning consumers.
3. Cider Manufacturers - Cider manufacturers can leverage line extensions and innovative variants to capture the interest and loyalty of new customers while driving sales growth.
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