The Best Use For Apples

The cider market has been growing stronger over the last few years due to its constant rebranding as a more mainstream drink. I can remember drinking scrumpy at the local pub years ago and it tasted fantastic but you knew about it the next morning with your stomach feeling like it was in knots.

It was also the containers it was sold in which looked like jugs, which didn't really give it a mass appeal and used to be bought as a holiday present which would then sit in the cupboard for years until you fancied risking it one Christmas.

Now we not only have a lot more brands in the market but added flavours, not only pear varieties but adding different fruits to give the cider a distinctive tastier edge. Bulmers Red immediately comes to mind, which I tried a few weeks ago, which has added red berries and lime. Whilst I enjoyed the premium taste, i didn't enjoy the premium price!

Another leading cider manufacturer, Gaymers, is also going through a transformation at the moment. Using the 'Live It Louder' strapline, they have changed their packaging to help revive their poor sales. The design is supposed to attract a younger consumer and trying to be the first choice at music venues and festivals. They have also introduced two new flavours, Pear with Raspberry and Pear with Cherry.

To help with the marketing, there is going to be a series of campaigns tied to music festivals such as Latitude, Bestival and Lovebox.

Most of us have seen the new Magners adverts and they have a great sense of humour but they also have a considered packaging design to go with it. The problem with this redesign is that it looks a little too childish to be used on alcohol. The first thing I thought about when I saw the typeface was Willy Wonka chocolate bars. I know there is a slight leaf design interwoven with the type but I do think the design is too childish for a cider brand. I can appreciate that they are trying to capture a younger market but I think they have overstepped the mark with this one. It looks too much like a trendy fruit juice and I personally don't think it is going to help them in the long term. The upscale in sales with only come from the initial launches at festivals which will involve the odd giveaways but after that I cannot see it being able to compete against the other brands.