Punch launches campaign to grow cider category

Punch, the independent pub operator, has launched a campaign to grow its cider category with a focus on premium fruit ciders and a new botanical range from Rekorderlig. The Cider Dayze campaign will be promoted in its retail and L&T pub estates.

Cider Dayze offers industry leading deals on new summer ciders, a POS kit to promote the offer both internally and externally and an activation guide on how to make the most of the campaign. This is supported by an article in The Round magazine, which educates on how to have the best cider range by pub and customer.

Marketing and strategy director for Punch, Russell Danks said, “Cider sales grow year on year and flavoured ciders are becoming more and more popular. This year, we are launching Cider Dayze in time for Easter and the May Bank holidays which is a great time to get ahead of the Summer curve and grow cider sales. By providing our pubs with all the tools they need, this campaign will make their cider offer a big hit this Spring”.

Cider Dayze runs from today until 31 May making the most of the early warm weather. All Punch retail pubs will be promoting Cider Dayze alongside 250 free kits to support L&T pubs. Punch has worked in partnership with brands teams at Rekorderlig, Old Mout, Kopparberg, Thatchers and Westons, to offer publicans and their customers with cider deals during this period.

Danks added, “Fruit cider continues to grow as a category and brands are keeping up with consumer demand with new and exciting flavours. If pubs stick with the same old cider they have had for years, they will miss out on sales opportunities. Cider Dayze has been designed to help premiumise their range, growing sales at the same time as well as offering customers new and exciting products to try - giving them another reason to visit the pub”.

Cider Dayze has been launched by Punch as part of this year’s new marketing support aimed at educating, inspiring and providing industry leading activations and marketing support, helping publicans create awesome pubs with epic consumer experiences.