Aspall eyes ‘wine-like’ premium postioning

Aspall has outlined a long-term brand communications platform strategy to help its cider brand be seen as a “viable alternative” to wine with meals in pubs and restaurants.

AspallPicHP

The cider producer is revamping its digital platform with the aim of encouraging repeat visits to the site after admitting that its digital strategy has failed to do so in the past.

The portal includes a new seasonal recipe section, which aims to inspire people to cook with its vinegar and cider ranges as well as hosting an integrated social media news feed that keeps users up-to-date with Aspall’s latest campaigns on Twtter and Facebook.

Henry Chevallier Guild, Aspall director, says association with food is a cornerstone of its strategy to drive its “super premium” positioning and set itself apart from other brewers that focus on sport and music sponsorship.

He adds: “We’ve got a whole campaign about getting food matchings and taking cider away from being drunk by the pint. We want to start saying to people when you actually choose a meal in a pub and you’re thinking about a wine, why not go for something English, which actually has all the character and complexity of the wine you’re drinking.

“You can’t say all those things in 2 minute [ad] spot or on a piece of paper. One of the things we see social media being used for by us is to start that conversation up and then sit back and let our visitors share our content within their social networks.”

Chevallier Guild adds that the next stage of the campaign is to encourage more food lovers to upload their own recipes to the portal.

Aspall, which saw its export business rise 55% in the year to March 2012, is hoping the digital drive will allow it to capitalise on cider’s growing popularity in the UK. UK cider sales increased from £1.7bn to £2.4bn between 2006 and 2011, according to Mintel, the only major alcohol category to have grown its user base over the past five years.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here