ADDLESTONES REFRESHED

Addletone’s cloudy cider has revealed a new refreshed look. The Shepton Mallet Cider Mill has announced a refresh and re-launch of the brand which carries across all product, glassware, dispense and point of sale. The new Addlestone design maintains the iconic logo consumers recognise, but also aims to appeal to new more experimental drinkers looking to discover craft brands.
The brand, which has led the way for the specialist category over the last twenty years, as interest in specialist craft cider has grown, now has the highest rate of sale of all on-trade specialty ciders, out performing the market leader by 53% (Source: CGA November 2013).
David Caffrey, Marketing Manager for Addlestones commented, “Addlestones is a particularly exciting brand within The Shepton Mallet Cider Mill portfolio, given the rapid growth in specialty craft cider, which has doubled in volume over the last five years and is estimated to grow 25% year on year (Source: CGA & ACN – November 2013).
He continues, “Our plans for 2014 will include up weighted investment in trade and consumer activation to build on the launch to help to drive the specialist cider category”.
The new bottle packaging, draught dispense, glassware, and a premium point of sale collection is now available to on-trade stockists.