Westons Cider is expanding its Henry Westons brand with three new premium varieties, amid a challenging time for mainstream cider in the off-trade channel.

These will include a Cloudy Vintage, Vintage Rosé and Organic Cider. All three come with an RRP of £2.19 each and are available in 500ml glass bottles.

The supplier says new coloured labels and new cardboard trays with colour cues will increase stand-out on shelf.

Premium cider on the rise in c-stores

With craft cider growing at 9.4% against the decline in mainstream varieties at 9.7%, Sally McKinnon, head of marketing at Westons Cider, said premiumisation has played a big part in fuelling the growth in the brand.

Westons’ Vintage variety is growing at 8.2%, and as value continues to outstrip volume sales, expectations are that more shoppers will trade up to the brand from mainstream offerings.

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She added: “The launch of these varieties will enable us to introduce Henry Westons to new shoppers who are currently buying into three sub-categories of cider: cloudy, rosé and organic.

“We know that line extensions drive incremental sales for the Henry Westons brand and, by welcoming in these new shoppers, the lines will propel further growth.”

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