Westons Cider has launched the biggest on-pack promotion in its history across its Henry Westons range to help drive sales over the summer months.
Available through all retail channels, 14 million bottles and 4.9 million multipacks will be available for the ‘Taste of Adventure’ promotion, which runs until the end of August. One winner will secure an adventure of a lifetime, with 300 more prizes on offer.
The competition will be supported by out-of-home retailer screens, reaching over 11.5 million consumers, as well as multiple in-store activations, including bespoke branded shippers.
The Henry Westons range has been outpacing the total cider market – growing at 17.3% compared to category growth of 4.2%, to reach sales of £92.1m in the off-trade. The success is led by its Henry Westons Vintage, which is 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%).
“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.”
