Westons Cider, the UK’s leading authentic cider maker, is launching a new product under its Rosie’s Pig brand, Rosie’s Pig Rhubarb, which is set to appear in the off-trade in a new four-pack canned format for the first time.

Responding to two of the biggest drivers of off-trade cider growth, fruit cider (+13.6% YOY) and canned formats (+13.1%)[1], the launch comes as Westons unveils an updated look for the Rosie’s Pig portfolio.

The first new-look Rosie’s Pig cider to be available in a four-pack will benefit from a modern new design, featuring an illustrated depiction of delivery truck, Rosie’s Pig – one of the first delivery trucks ever owned by Westons Cider.

The refreshed look, designed to give the products increased stand-out on shelf, incorporates distinct colour cues to indicate flavour variation across the range, while specifically calling out the cloudy liquid that Rosie’s Pig is known for. The rebrand will be rolled out across all Rosie’s Pig ciders, showcasing characteristic hero branding, to extend visual consistency across the range for both on and off-trade products.

“Interest in the fruit cider category shows no sign of letting up and there’s a clear opportunity to drive incremental sales by introducing new shoppers, such as younger drinkers and women to the category,” says Sally McKinnon, head of marketing at Westons Cider.

“This coupled with a growing demand for canned formats – which now represent 48.6% of the cider market in the off-trade[2] – means we’re confident the launch of Rosie’s Pig Rhubarb four-pack, with its distinctive new branding, will appeal to cider fans and non-traditional cider shoppers alike.”

Launching in a multipack of 4x330ml cans and with a 4% ABV, Rosie’s Pig Rhubarb will be available in Tesco from early April.

Run by the fourth generation of the Weston family, Westons Cider – based in Herefordshire – also produces brands Henry Westons, Stowford Press, Old Rosie and Wyld Wood.

[1] IRI to 2nd February 2019

[2] IRI to 2nd February 2019

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