Industry: Alcoholic Beverages 

Challenge: Reinvention

Unravelling the complexity of people

After a decade of rapid growth, and a myriad of new offers, the category had lost momentum.

Cider needed re-introduction to the new 20-something drinker, based on a fresh understanding of their fragmented drinking behaviours and attitudes.


Solving problems

Extended ethnography, and extensive discussions paved the way for rejuvenation of the category, based on cider building on its perceptual strengths, and its relevance to certain occasions.

Creating opportunities

By repositioning and relaunching the category, to put it back on the agenda.

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