All figures IRI to 4th January 2020 unless otherwise stated

Westons Cider, the UK’s leading authentic cider maker, is expanding its £45M+ Henry Westons brand with new variants Henry Westons Cloudy Vintage, Henry Westons Vintage Rosé and Henry Westons Organic Cider.

Amidst a challenging time for mainstream cider in the off-trade (down 9.7%), Henry Westons’ continued popularity highlights the growing appetite for premium, traditional ciders and – one of the biggest drivers of off-trade cider growth – craft cider (+9.4% YOY).

Building on the success of fast-growing Henry Westons Vintage (+8.2%), the new Henry Westons variants will further diversify the Henry Westons portfolio and offer shoppers authentic, premium and high-quality choices within favourite cider sub-categories.

Henry Westons Cloudy Vintage (7.3%) is a medium-dry naturally cloudy, unfiltered cider that’s full-bodied and sparkling with a fruity character

The subtle taste profile of Henry Westons Vintage Rosé (5.5%) challenges a category that’s traditionally very sweet. This medium cider is smooth and rounded with a long fruity finish and will join a growing market worth £7.3M[1].

Henry Westons Organic Cider (6%) is rich and fruity with honeyed notes, certified organic by the Soil Association and medium-dry.

“Henry Westons is by far the most popular glass bottled apple cider in the UK”, says Sally McKinnon, Head of Marketing at Westons Cider. “The brand is currently growing 9.1% YOY and worth £45.1M.”

“Premiumisation has certainly played a big part in fuelling 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.”

All three new additions to the Henry Westons range will be available in 500ml glass bottles. At an RRP of £2.19, the variants will be available in most major supermarkets and wholesalers from March 2020. Coloured labels and new cardboard trays with distinct colour cues will increase stand out on shelf.

Run by the fourth generation of the Westons family, Westons Cider – based in Herefordshire – also produces brands Stowford Press, Mortimer’s Orchard and Rosie’s Pig.

[1] IRI data Total off-trade 52 w/e 9th November 2019

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