Strongbow cider launches fresh new branding bringing simplicity to life via The Collective

Strongbow, Australia’s favourite cider and a regular fixture in Australian summers will look a little different this December when it relaunches with fresh new branding via The Collective.

The newly refreshed packaging has been crafted to bring to life Strongbow’s essence of relaxed simplicity. Featuring a bold, wood-cut style tree illustration, the label has a printed wood grain finish to reinforce the cider’s origins in the orchard. The natural colouring of the labels give an earthy feel and complements the refreshing cues of the green glass bottle colour.

Strongbow has been around for four decades and remains the number one cider in the Carlton & United Breweries portfolio.

Says Craig Maclean, general manager of Cider for CUB: “Cider remains the fastest growing alcohol category in Australia with people choosing to drink cider more often, particularly over the warmer months and we’ve got to keep up with the changing trends in this category.

“Cider leads mixed drinking occasions – men and women over the age of 18 are moving to traditional and fruit ciders not only at home, but at pubs and restaurants as well.”

Maclean said that people over 35 were increasingly choosing cider as their preferred drink, in fact, that group is growing faster than any other.

Says Maclean: “When it comes to Strongbow, we want to embrace the authenticity of the brand while also evolving the look and feel of it to keep up with consumers’ constant thirst for something new.”

Designed by The Collective, who worked closely with the Strongbow brand team at Carlton & United Breweries, the new labels, clusters and cartons create a relaxed and easy feel for Australia’s most loved cider.

The new packaging kicks off an exciting 12 months for Strongbow, followed by innovative pack formats, media support, sampling and sponsorships.

The new Strongbow will be available from great pubs, clubs, bars and bottle shops nationally from December 2013.