Jeremiah Weed repositioned closer to cider

Diageo’s Jeremiah Weed brand is being repositioned as a ‘brew of cider, spirt and flavourings’. The move is being backed by a new bottle label descriptor and a £1m marketing campaign. The new bottle label descriptor, ‘Kentucky Style Cider Brew’, will be placed onto all bottles of Jeremiah Weed from 1st July, while the £1m marketing campaign, designed to educate consumers and drive trial of the product, includes a national TV ad campaign, running from 1st July to 31st August, social media engagement and in-store activation. The activity also includes the launch of a new 330ml PET bottle and festival sampling programme, which is set to reach over 1.5 million consumers.

Ronak Mashru, Head of UK Innovation Commercialisation at Diageo, says: “Jeremiah Weed has a phenomenal 70% repeat sales rate, so we know that existing consumers already love the original taste and its individual jam jar serve. Jeremiah Weed still contains the same great product, with the same taste – but the new bottle label descriptor and marketing campaign will bring even more consumers into the brand, by helping them understand just what makes a Kentucky Style Cider Brew.”

Available in two flavours, Ginger Brew and Sour Mash Brew, the range’s distinctive combination of cider, spirit and flavourings makes it different from any other product on the market, by offering a more masculine, mature and distinctive serve within the existing flavoured cider market.

With the UK cider category currently worth over £2.5 billion and growing at 6% year-on-year, Jeremiah Weed gives retailers and licensees the opportunity to tap into the huge sales potential of the cider market, and offer their customers the chance to trade up to a more premium offering.

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