Westons Cider, the UK’s number one Premium Craft Cider producer (IRI Feb 2013) with impressive 8% cider market share growth in 2012 (HMRC data) has announced that it is investing £5m in marketing support in 2013.
As the cider category moves on from the ‘Over-Ice Age’, 2013 is shaping up to be one of the most competitive years ever for cider makers. Westons Cider now has a cider portfolio and support package that is perfectly positioned to capitalise on the cider category growth trends of premiumisation, provenance and craft.
Westons Cider’s investment will deliver a comprehensive campaign of above and below the line marketing initiatives to support Stowford Press, Henry Westons, Wyld Wood and Old Rosie and will include taking Stowford Press onto TV for the very first time.
Ian Lewis, Head of Marketing at Westons Cider, comments: “We’re building a major plan of activity that covers a national TV campaign, online and press advertising, high profile sponsorship, experiential marketing, online and social media initiatives, press competitions, on pack promotions and bespoke in store and in bar activity. This is an exciting year with the biggest ever marketing investment we’ve ever undertaken.”
The campaign kicks off this April, with Stowford Press TV advertising scheduled to coincide with the Investec Ashes Test Match series in July.
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