The cider maker plans to refresh the brand identity with a new design, aimed at flagging up more premium cues and highlighting the brand’s regional provenance.
The brand refresh has been prompted by increasing consumer interest in provenance and authenticity, according to the company.
Justin Way, marketing controller for the brand, said: “Consumer interest in provenance and heritage has had particular relevance in premium cider, but it’s also increasingly influencing the mainstream cider category. In our research, drinkers are telling us they’re becoming more discerning and looking for brands with genuine regional provenance and authenticity, which Kingstone Press delivers.”
“Kingstone Press has a great story to tell, from our orchards in Herefordshire and Worcestershire to our press on the banks of the river Severn in Stourport. We’ve reflected this in our new packaging, together with some more premium design cues and have had a great response from consumers in research groups.”
As part of the continued investment, the brand has also extended its partnership with Tough Mudder to remain the Official Finisher’s Cider at all the UK events until the end of 2017. The 120,000 participants expected to enter this year’s events, will be rewarded with a refreshing bottle of Kingstone Press when they cross the finish line.
The cider is also in its fourth year as a major partner of the Rugby Football League (RFL).