Westons Cider, the UK’s leading authentic cider maker, is ramping up investment behind its £70M[1] Henry Westons brand, kicking off a burst of marketing activity ahead of the summer cider season.
The campaign will set the tone for all marketing activity for Henry Westons for the remainder of the year, representing a £1.1 million out-of-home (OOH) investment which is expected to reach more than 48 million adults across the UK.
The activity, which runs in four bursts of activity throughout the year, consists of an outdoor advertising campaign featuring static and full motion adverts in central locations across London, Birmingham, Manchester, Bristol, Cardiff and Nottingham in addition to 48 and 6-sheet adverts.
The adverts will feature the UK’s biggest glass bottled cider, Henry Westons Vintage (ABV 8.2%), alongside the brand’s new on-trade offering, Henry Westons Vintage Draught (ABV 5.2%), showcasing the versatility of the range for premium drinking occasions at home and beyond.
Reinforcing this message, the outdoor media campaign will be supported by an on-pack promotion offering consumers the chance to win a luxury vacation to either New York, Santorini, Singapore or Iceland. Exclusive to the Tesco Group, including Booker and One Stop, the on-pack promotion will appear on more than four million bottles of Henry Westons Vintage, Henry Westons Signature Vintage, Henry Westons Cloudy Vintage and Henry Westons Vintage Rosé, in addition to the Organic 3L bag-in-box between now and September.
The range of destinations, centred around food and adventure, and on-pack design featuring a holiday-ready Henry, is set to appeal to a cross section of cider drinkers as the brand seeks to recruit younger consumers to the category.
Henry Westons is also scaling up its in-store promotion between now and September with retail OOH activations highlighting the on-pack promotion, the full Henry Westons range, and Henry Westons Vintage – currently the number one SKU in the convenience sector and second in total retail[2].
The campaign marks the seventh year of increased investment for the Henry Westons brand which continues to grow year-on-year (+20.6%)[3] and firmly establish itself as a must-stock premium product in retail and on-premise.
“Henry Westons is a star performer within the Westons Cider portfolio and continues to go from strength to strength,” explains Holly Chadwick, Henry Westons Brand Manager at Westons Cider.
“With one bottle of Henry Westons Vintage now sold every second in retail[4] and the successful launch of Henry Westons on draught last summer, now seems like the perfect opportunity to promote the breadth of the range to consumers.
“This campaign comes following the release of our 2022 Westons Cider Report which reinforces the key role that premium crafted ciders play in growing sales for both on and off-trade retailers. As crafted cider continues to outperform all other cider sub-categories, it’s paramount that shops and restaurants stock the brand that continues to drive that growth across all channels, Henry Westons.”
Run by the fourth generation of the Weston family, Westons Cider – based in Herefordshire – also produces Stowford Press and distributes Veltins German Pilsener in the UK.
[1] IRI 52w/e 29th Jan 2022
[2] IRI 52w/e 26th March 2022
[3] IRI 52w/e 29th Jan 2022
[4] Westons Salesout MAT
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