New look for Addlestones

28 November, 2013

The Shepton Mallet Cider Mill has given cloudy cider Addlestones a new look.

The rebrand keeps the same logo but aims to appeal more to experimental drinkers looking for craft brands.

Marketing manager David Caffrey said: “Addlestones is a particularly exciting brand within the Shepton Mallet Cider Mill portfolio, given the rapid growth in speciality craft cider, which has doubled in volume over the past five years and is estimated to grow 25% year-on-year, according to Nielsen.

“We know there is a very strong and loyal following for the brand, and we believe that the new brand presentation will encourage new consumers to discover it for the first time. 

“This contemporary take on a classic craft cider will improve stand-out in the fridge, and on the shelf, while staying true to our west country roots. Our plans for 2014 will include upweighted investment in trade and consumer activation to build on the launch to help to drive the specialist cider category.”

The new-look bottle and premium point-of-sale are available now.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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