Agency: Butterfield Day Devito Hockney | Author: Martin Deboo |
Copperhead Cider: Made the Hard Way
SUMMARY
Cider has become one of the first "pints" drink categories to be deregulated as a result of the breaking of the brewery tie on distribution. As a consequence only the strongest brands those capable of maximising a pub's cider business will survive.
Keen to optimise outlet volumes and strengthen their competitive position in this new environment, Showerings Ltd have adopted a marketing strategy based on segmentation. Contrary to the traditional, functional categorisation of "sweet" and "dry" ciders, the company have...