Cider giants look to packaging to reaffirm brand, taste

Kari Embree

October 9, 2014

1 Min Read
Cider giants look to packaging to reaffirm brand, taste
Stella Artois, part of Anheuser-Busch, released Cidre which is available in 4-pack 12-oz bottles and in 24-oz bottles, the latter meant to be consumed in restaurants and bars, and the packaging is minimalist, with just the word "Cidre" — French for "cider" — and the Stella Artois logo standing out.

Echoing the craft beer craze, hard cider is exploding into the adult beverage market as Americans are expressing a thirst for variety and different flavors. Also, adding to its rapid growth is the gluten-free phenomenon as consumers are looking to healthier lifestyles. While relatively new for millenials, the alcoholic drink, made from fermented apple juice, dates back to early colonial times when the Pilgrims drank cider as they journeyed to America aboard the Mayflower. Not to mention it was the drink of choice among our founding fathers.

According to market researcher Mintel, the growth in hard ciders has been driven largely by the highly coveted millennial generation, 47% of whom consume the drink. Not unexpectedly, all this action has grabbed the attention of some heavy hitters, with recent launches of bottled hard ciders by MillerCoors and Anheuser-Busch. Also, nearly 55% of all beer drinkers say that they like to try new alcoholic drinks like craft beer or hard cider, and 18% of those aged 22-24 report drinking more hard cider in the past six months, the largest increase amongst any alcohol type across all measured age groups.  

To capture this burgeoning market, I’ve singled out several exciting packaging designs that boast everything from masculinity and unisex, adventure, locale and authenticity to simplicity.   

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