Aston Manor Cider has launched a completely new pack design for its Frosty Jack’s brand of cider, accompanying the rebrand with an extension to its product line.
The UK-based cider maker has invested a record amount in new branding, packaging formats and the permanent addition of a previously limited release cider, using “insight drawn from a major research project”.
The new visual identity has been created to increase the number of refreshment cues for the brand, and includes a repositioned logo, brighter colourways and a new iceberg graphic. The company hoped that the design would provide greater standout on-shelf and encourage consumers to enjoy a shared “frosty” experience.
It will also launch a 500ml can format to its Frosty Jack’s range and has made the special edition mixed berry flavour permanently available in response to strong consumer demand. The mixed berry variant will be available in 1l polyethylene terephthalate (PET) bottles – its only fruit cider available in this format.
Aston Manor Cider claimed that the changes would increase consumer appeal, drive sales among existing consumers and recruit new drinkers to the brand. It also operates the Crumpton Oaks and Kingstone Press brands.
Managing director Gordon Johncox added: “As the second biggest take-home cider brand, we know there is a considerable consumer franchise with Frosty Jack’s.
“Total retail sales are more than £50m and the research we are sharing with retailers reveals how these considered range extensions and updated packaging will create incremental sales through making the brand more accessible with new flavours and formats.
“We know, for example, that regular consumers of the brand have a repertoire of drinks that includes amber and fruit ciders as well as wine and other categories. We also know that nearly a third of these drinkers will make extra shopping trips if their favourite brand is not available.
“All this means that from a very positive platform and with many opportunities to extend distribution these new variants will create significant sales for retailers.”
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