Jun 4, 2018
Westons Cider has announced an exciting partnership between its On-Trade Mortimer’s Orchard brand and the Lawn Tennis Association (LTA), the National Governing Body for tennis in Great Britain.
The premium cider brand’s first large-scale partnership will give Mortimer’s Orchard exclusive pouring rights at a series of high-profile tournaments including the Fever-Tree Championships held at The Queen’s Club, Birmingham Classic, Eastbourne International and Nottingham Open.
Taking to the court from April, the partnership with the LTA will drive further awareness and trial of Mortimer’s Orchard amongst tens of thousands of tennis fans at tournaments throughout the summer.
It will also feature the launch of the inaugural Mortimer’s Orchard Cider Bar at the Fever-Tree Championships, where tournament-goers will be able to enjoy the brand’s Original and English Berry offerings, both of which provide lasting refreshment with a light, sparkling finish.
“The quintessentially British nature of the LTA brand strongly reflects the Mortimer’s Orchard positioning as an expertly balanced, premium cider made with 100% fresh English apple juice,” explains Sally McKinnon, Head of Brands at Westons Cider.
“Summer sports and a cold pint of cider go hand-in-hand and, as such a well-established symbol of British summer time, the LTA is a clear fit with the Mortimer’s Orchard brand. The partnership is the ideal platform to reach even more Mortimer’s Orchard target consumers as they enjoy a day of sport.”
“We’re thrilled to be embarking on a partnership with Mortimer’s Orchard this summer,” adds James Mercer, Commercial Director at the LTA. “For many of our fans, come rain or shine a day out at the tennis just isn’t complete without a refreshing beverage in hand. With such a strong British heritage, Mortimer’s Orchard is the perfect cider for us.”
The LTA partnership will add to a raft of sponsorships and activations for Mortimer’s Orchard across the summer, to coincide with the key cider-drinking season, whilst the partnership will be supported with a digital campaign incorporating social media and blogger activation.
Jun 4, 2018
The agenda has been published for the National Association of Cider Makers Technical Day on 12th July. The day will focus on sharing knowledge and expertise in a relaxed environment to drive best practice across our industry.
For more information, please contact Rebecca Mussell or Amalka Woodall.
May 31, 2018
Westons Cider is to launch new TV advertising for Stowford Press as part of a major marketing push for the brand.
‘The Wonderfulness of Local’ campaign highlights the premium quality of Stowford Press cider, exemplified by the locally-sourced apples used to create every pint. It features comedian Ellie Taylor and adventurer Alastair Humphreys exploring the glorious countryside around Westons’ cider mill in Much Marcle, Herefordshire.
“The key objective of our TV creative was to tap into a brand truth that had the ability to engage consumers emotionally,” explains brand manager Holly Chadwick. “Within this, we know our consumers value premium, local ingredients and provenance, and are actively seeking out experiences over material things.”
“This drove our thinking around the new TV advert. Through the new creative we wanted to find an entertaining and engaging way to communicate the fact that unlike some other ciders, all of the apples used in Stowford Press are grown within just 50 miles of our cider mill.”
“Although Stowford Press is a major national brand in both the on and off-trades, we will always stay true to the local heart of our brand and celebrate the wonderfulness of local.”
The TV ad, which has been produced in 60”, 30” and 10” edits, will premier during Channel 4 and ITV’s prime time Friday night schedules, to be followed by a 10-week campaign which adds further channels including Sky Media and BT Sport and will deliver significant national coverage for the brand.
TV advertising will be supported by a programme of high-profile sponsorships, consumer PR, on-trade and in-store customer marketing, blogger activation and social media activity, all celebrating the wonderfulness of local and adding up to the biggest marketing package ever put behind Stowford Press.
The new TV commercials were created and produced by Red Bee and directed by Ollie Parsons. Alongside the main Stowford Press apple variant, they also feature Stowford Press Mixed Berries cider which was launched in the on-trade in March this year.
“As we predicted at the time,” says Chadwick, “Stowford Press Mixed Berries has had a rapturous reception from the trade and consumers alike. This new campaign will highlight the quality of our cider and will bring the Stowford Press brand to even more people’s attention.”
May 22, 2018
The world of Cider is constantly changing, so it is vital for cider companies to keep up with trends in order to meet consumer demands. The introduction of Cornish Orchard’s new premium Dry Cider is bound to get people talking and taste buds tingling.
Founded by Andy Atkinson, Cornish Orchards has been making award-winning ciders from 100% freshly pressed apples since 1999.
Based at Westnorth Manor Farm in Duloe, which is near Looe on the South Cornish Coast, their team of highly passionate cider makers work harmoniously with the seasons to create a range of apple based ciders that are hand-blended, fermented and matured throughout the winter months right here on the farm.
Introducing the New Dry Cider
Consumers today look for brands that offer more in in terms of quality and provenance and are willing to pay higher prices for these products.
Cornish Orchards noticed a gap in the market for a premium cider that met the taste requirements of a traditional cider drinker, yet had an appeal to your modern day cider drinker.
Using their passion for cider making, the team set out to create an exceptional and refined dry cider with a typical Westcountry Character which was the perfect way to bridge that gap.
Tasting notes
The dry cider is made from a blend of bittersweet and dessert apples that have been specially selected for their soft tannins and traditional flavour giving the cider a long dry finish; a perfect choice for those seeking a natural tasting, dry apple cider.
The 5.2% dry cider is currently available in 500ml bottles and 50 Litre keg and has become a premium serve for many restaurants and bars across the Duchy and beyond.
Andy Atkinson, Founder of Cornish Orchards says, “This new Dry Cider meets the fundamental needs of consumers in this ever-evolving marketplace. Cornish Orchards now have this unique premium product that is highly sessionable and can be thoroughly enjoyed all year round. I am excited to see this product take off as I know it will.”
Cornish Orchards Dry Cider is now available to purchase through key distributors or online at www.cornishorchards.co.uk alongside their current range of ciders and soft juices.
May 21, 2018
Aston Manor, the UK’s largest independent cider maker, has been crowned the best Food and Drink Manufacturer at the Made in the Midlands awards.
The company impressed the judges with its “shrewd investments in innovation and branding”. Aston Manor beat competition from six other food and drink businesses after demonstrating its commitment to the region and credentials as an outstanding cider supplier. They will now enter the national awards, Made in the UK, with other regional winners from across the UK.
Aston Manor has been making cider in the Midlands for 35 years. The company has its headquarters and logistics hub in Birmingham, its state-of-the-art pressing facility in Stourport-on-Severn and orchards across Worcestershire and Herefordshire. It has recently invested significantly to expand the business and ensure its manufacturing processes are seamless and environmentally friendly. Further, Aston Manor has committed to planting up to 400,00 new trees in Midlands orchards and in doing so agreed 25-year contracts with farmer and grower partners.
Picking up the award, Justin Way, marketing controller at Aston Manor, said “This is great recognition for Aston Manor, with the judging panel praising our approach to innovation, environmental sustainability and consistent investment in people and manufacturing capability to maintain the highest standards. We look forward to competing with other regional winners at the upcoming Made in the UK awards.”
Aston Manor was also shortlisted in the Manufacturer of The Year for companies with a turnover below £25m category.
The Made in the Midlands awards took place on Thursday 10 May at the Macdonald Burlington Hotel in Birmingham and was hosted by actor, writer and presenter Alexis Conran. The prestigious regional ceremony is now in its seventh year and recognises the innovation and excellence from across the Midlands in nine separate categories.
For more information about the Made in the Midlands awards and for a full list of winners, please visit www.insidermedia.com/event/made-in-the-midlands/coverage.
May 18, 2018
Magners has launched “Think 100% Irish”, a new campaign to encourage people to adopt the Irish ethos and see the silver lining in any situation.
Think 100% Irish has been created to encapsulate not only Magners’ impressive 80 year history producing cider from their County Tipperary home, but the Irish way of life, which is as much a part of the cider as the apples grown at the 150 acre onsite orchard.
The new campaign will kick off with a series of targeted online ads, which use every day observations and relatable situations to introduce how you could Think 100% Irish’ and look on the sunny side of life.
For example, you might have a boring office job – but at least you get paid to scroll Facebook. You might be worried you don’t quite ‘measure up’ – but don’t think it’s tiny – it’s fun size!
The adverts show a Magners pint glass which has been filled half way, sitting on a table in an outdoor sunny cider garden. They make light-hearted observations about everyday situations in a glass half full / half empty style.
This creative ties in perfectly with Magners’ sunny outlook and heroes the refreshing drink, and iconic over ice serve Magners is famous for.
Over the coming months, Think 100% Irish will be rolled out to include reactive stunts, experiential and festival activations.
The light-hearted new campaign is set to engage drinkers, showing them the silver lining to any situation, and encourage them to adopt the Irish outlook.
Janette Murray, Brand Manager of Magners UK said: “This is an exciting year for Magners. We wanted to inject some of that twinkley-eyed humour and love of a great laugh that the Irish are famous for. We’d like to encourage cider fans to follow our lead and look for the silver lining in everyday situations.”
“Our quirky new campaign won’t ask drinkers to start hugging trees or strangers in the street in a quest for positive vibes – but it will give them a laugh and help them see that modern life isn’t so bad.”
“We’ll be introducing the campaign to consumers in the coming weeks and taking advantage of every possible opportunity to help drive sales through the tills in both the on and off trade throughout the UK. Magners will also be present at 11 festivals across the country throughout the summer where I’m sure there will be plenty of occasions for consumers to try out their new Magners mindset.”
