Premium ciders prepare for summer

05 February, 2010

Two premium bottled cider brands are planning big changes ahead of the peak summer sales period.

Merrydown has unveiled a new look, after research showed consumers weren’t clear what was inside the bottle, while rival Cider of Sweden is looking to build Kopparberg’s profile with a new £1.5 million marketing campaign.

Merrydown managing director Chris Carr told OLN that research showed the brand was mistaken for port, sherry and Champagne.

“People thought it was a premium product because of the silver and gold packaging, but it didn’t tell them what was inside,” he added.

“Now we have an image of people picking apples from a tree and actual pictures of apples on the label to give them a cue.

“We’ve lessened the visibility of vintage, as consumers didn’t really know what it meant.”?Cider of Sweden’s managing director Davin Nugent said Kopparberg’s investment was its biggest spend since its launch in 2006.

“We want to connect with consumers to ensure there is a

ongevity to the brand in a congested market,” he said.

Nugent said plans have yet to be finalised but advertising would cover several media channels.

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