Westons Cider to launch re-branded ‘Old Rosie’ to market

August 09 2012



 

Westons Cider has restyled the image of their Old Rosie traditional cloudy cider with a completely new look that will be unveiled at the 2012 Great British Beer Festival (GBBF) on the 7th of August.

Westons commissioned extensive research and spoke to both Old Rosie drinkers and real ale drinkers to canvas their opinions and attitudes.   The results of the research helped drive the direction of the new packaging, and Westons Cider crafted a range that will appeal to a broad consumer base of cider and real ale drinkers as well as creating a product with lots of personality.

The new packaging will give the brand better shelf stand out and a stronger image with a sophisticated look whilst reinforcing the heritage of Westons.  The connection between ‘Old Rosie’ cider and the cherished 1921 steamroller is demonstrated through the new packaging.

Ian Lewis, Head of Marketing commented “Old Rosie is a traditional cloudy cider that was named after Westons Cider’s much loved old 1921 Aveling and Porter steam roller, however the personality of a cider named after a steam engine was not coming through, so we embarked on a review of the Old Rosie packaging… What we now have is a range of Old Rosie bottles and pump clips bursting with personality that will appeal to both Old Rosie loyalists as well as real ale drinkers who will also drink cider”.

The Old Rosie re-brand will make its debut appearance at a trade breakfast launch to be held at the Hand and Flower in London today. Renowned animator, illustrator and artist Dan Kitchener will paint live a huge 6ft x 5ft illustration of the new Old Rosie artwork to unveil the new look of the brand.  Dan Kitchener’s work was most recently seen at the Queen’s Diamond Jubilee concert as the backdrop to Sir Paul McCartney’s set.

Old Rosie is available from Waitrose with an ABV of 7.3% and an ARP of £5.37 (2 Litres).

 

ENDS

 

Notes to Editors

 

Old Rosie is the UK’s leading hand pulled traditional cider (CGA Strategy Dec 2011). CAMRA’s 2012 Cask Report shows that there is a latent demand from craft and real ale drinkers for traditional style ciders.  Cask ale drinkers are 11% more likely to try cider than non-cask ale drinkers and traditional cider is growing by 21.6% in volume (29.8% value) year on year.

Westons Cider has been produced in the Hereford village of Much Marcle for over 130 years.  

Throughout this time the company has never wavered in its commitment to making the very best quality traditional cider, with a characteristically rich style and flavour simply bursting with fruit.

Their extensive range of ciders and perries, skillfully crafted by the Master Cider Maker to age-old recipes, offer every palate a style and flavour suitable for every drinking occasion. Sparkling, still, oak conditioned, vintage or organic - the choice is yours.

 

For further information please contact Rachel Child

Proven Communication

/ 01179 249 303

 

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