Westons Cider - Case Study | Richmond & Towers

Westons

Getting Independent Retailers to raise a glass to the No. 1 Cider

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MAKING The UK’s #1 CIDER A HIT IN CONVENIENCE

The Results

Distribution Gains

Up 3.3 percentage points over a two-year period, Henry Westons Vintage is now stocked by more than 75% of convenience stores

Sales uplift

Value sales of the single bottle priority SKU boomed in the convenience channel, leaping 27%

HIGH SHARE OF VOICE

Westons’ spokesperson became the go-to provider of expert cider category advice, consistently securing SOV that surpassed the cider-maker’s market share in convenience media

THE TASK

Although well-stocked in supermarkets, with almost total coverage across multiple retailers like Tesco and Sainsbury’s, independent retailers weren’t prioritising Henry Westons Vintage.
Our task was to close this distribution gap and help Westons Cider upweight listings for its star performer in the convenience channel.

INSIGHT

Independent retailing is no walk in the park. Frequently time poor, faced with making hundreds of decisions about the products they stock and limited on shelf space, we knew we needed to take the dilemma out of retailers’ decision-making.
This meant keeping it simple and rooting our campaign on the big sales opportunity Henry Westons Vintage bottles (aka the no.1 cider SKU) presented for retailers.

THE IDEA & EXECUTION

To show independent retailers just how much Henry Westons Vintage could help boost their bottom line year-round, we developed an integrated campaign targeting decision-makers in the convenience channel.
Creating a playbook of compelling, commercial messages which focused on the big financial opportunity for retailers, we hit media titles like Convenience Store, IRN and Retail Express. Through a combination of big-ticket video-led advertorial and advertising partnerships and consistent earned editorial inclusion, the message to independent retailers was loud and clear: Forget about Henry Westons Vintage at your peril!

THE CLIENT TAKE

“With so much information to share with independent retailers about our Henry Westons brand, R&T were instrumental partners in helping us streamline our messaging with a laser focus on our commercial objectives. This resulted in a communications campaign convenience decision-makers couldn’t fail to notice. Henry Westons is now flying high in the channel, with the distribution gap getting smaller by the day.”

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