ABOUT

CONCEPT:

Marketing/Business objective:
With the evolution of socialising moving towards more quality moments and premium drinking occasions, an opportunity was identified to enter the market with a premium cider that could sit at the heart of shared moments.

The objective was therefore to launch a super-premium craft cider range, targeting a more affluent and discerning consumer, expanding cider occasions and reinvigorating the category.

The new range needed to complement HEINEKEN’s existing portfolio, deliver international appeal and drive value share.

Brand positioning:
Belgian cider experts with four generations of craft to their name, the Famille Stassen’s passion for great cider making is poured into every bottle they produce.

Based on their firmly held belief that nature produces the best, the Cidrerie Stassen range contains no artificial colours, flavours or sweeteners – just the highest quality apples, picked and pressed in the lush orchards of the Aubel Valley since 1895.
 
Shelving strategy/competitive set:
Sold exclusively at Sainsbury’s, Cidrerie Stassen is merchandised alongside other premium ciders as well as with sparkling wines in certain stores, to drive consumer reappraisal of cider as a drink for shared special moments.

EXECUTION:

The soul of the Stassen brand lay in its heritage – the authentic story of a century-old family recipe, handed down from generation to generation. We captured this on pack with a beautifully crafted family tree containing the names of the four generations of cider makers and the founding date nestled among the branches, signifying authenticity, craftsmanship and expertise.

The branding draws inspiration from Belgian Art Nouveau – a movement gathering momentum at the same time Léon Stassen founded the brewery – which lends a timeless elegance to the design.

And to give Cidrerie Stassen real table appeal, we created a sophisticated bottle structure, featuring the Stassen family crest on the neck label and the founding date embossed on the shoulder.