Cider maker Westons is to give its flagship premium Henry Westons brand, a new look with brighter and simpler packaging, to appeal to a broader consumer group while reinforcing its premium positioning.
The updated packaging will appear from the beginning of October and features across the entire range which includes Henry Westons: Vintage Cider, Vintage Perry, Medium Sweet Cider and Medium Dry Cider in 500ml bottles in the take-home market, and Henry Westons: Mulled Cider, Still Country Perry and Family Reserve Still Cider fonts in the on-trade. It follows detailed consumer research with existing and potential Henry Westons consumers during Autumn 2013 which found that the current design was “liked but a little tired” and that it should therefore be refreshed not rebranded.
Matthew Langley, senior brand manager for Henry Westons, said: “Our new-look packaging will attract a broader range of consumers while also helping them to engage more with the brand, through its simpler messaging and more premium feel.
“Our research showed that gold should still be used to create a premium feel, however the new packaging moves away from the current brassy gold to something much more premium. Likewise, the portrait of Henry Weston is now closer to the brand name to help reinforce the brand’s rich heritage and authenticity cues. Feedback in trade so far has been exceptionally positive and we are looking forward to introducing it to consumers.”