Westons Cider is running the biggest on-pack promotion in its history across its bestselling Henry Westons range to help drive fruitful sales for retailers over the summer months.
The popular cider brand has a history of success with on-pack promotions, which have been proven to drive sales – and engagement – over the last twelve years, with 2023 seeing over 230,000 entries into its competition from cider lovers up and down the country.
Available through all retail channels, 14 million bottles and 4.9 million multipacks will be available for the "Taste of Adventure" promotion – three million more bottles than last year’s record-breaking competition. And with one lucky winner securing an adventure of a lifetime, plus 300 more prizes on offer, retailers can expect to cash in from April to the end of August 2024.
The competition will be supported by out-of-home retailer screens, reaching over 11.5 million consumers in April and May, as well as multiple in-store activations, including bespoke branded shippers. A hand-painted mural has also been commissioned in Bristol, reaching 400,000 shoppers over a two-week period around the May bank holiday.
The Henry Westons range continues to go from strength to strength, fast outpacing the total cider market – growing at +17.3 per cent compared to category growth of +4.2 per cent, to reach sales of £92.1m in the off-trade. The success is led by Henry Westons Vintage, the UK’s bestselling apple cider, now worth £63.8m, over £10m more than the next bestseller , as it taps into the trend for premium, crafted ciders – a segment which has reached double-digit growth in the last year (+13.8 per cent).
“Our Henry Westons range continues to lead the charge across the off-trade and the launch of our biggest on-pack promotion to date presents another chance for retailers to further their cider sales this summer,” said Holly Chadwick, Henry Westons Brand Manager at Westons Cider.
“And there’s no time like the present! There’s already more than one bottle of Henry Westons Vintage sold every second so with Bank Holidays, the Euros and, hopefully, a summer of sunny days ahead, the competition is perfectly timed to drive this further and help retailers across all channels cash in.”
The promotion, which will allow one winner to choose their dream holiday destination, will run across Henry Westons Vintage, as well as Henry Westons British Vintage, Henry Westons Cloudy Vintage, Henry Westons Organic, Henry Westons Signature Vintage and Henry Westons Aged in 500ml bottles and all 4, 6 and 8 packs, as well as Henry Westons Organic 10L BIB.
