The rebrand has been driven by a desire to modernise Peacock’s look and feel and further align the brand with the company’s wider premium portfolio.
The new bottles of either Apple or Mango & Lime cider look very different to the previous ones and feature a new take on the Peacock bird to inject some additional character to the brand. To further support the rebrand, Kingfisher Drinks will also be running some exciting initiatives with the trade throughout the year, including a ‘Peacock Lottery’ where customers will be entered into a prize draw to win free stock, premium POS or vouchers for online stores or experience days.
Current trends impacting the cider category are encouraging for Peacock, as in recent years the flavoured cider category has seen consumers increasingly shift towards packaged products over draught, and the sales of each in the on-trade are now fairly evenly matched. In addition, food pairing is still very important to cider drinking occasions too, with 73.6% of off-trade serves being with food and 46.9% of on-trade serves.
Andy Sunnucks, Senior Brand Manager at Kingfisher Drinks, adds, “Although Peacock is probably best known within the Asian dining occasion as a complement to spicy food, it’s also a great cider in its own right which is regularly found in a growing number of outlets. We’ve recently carried out a survey with OnePulse which showed 60% of cider drinkers prefer flavoured cider and 87% are happy to pay more for a better-quality product, so we’re confident this new look will broaden the consumer appeal still further. To support the rebranding, we’ll be running a large social media campaign to drive awareness and for outlets we’re introducing a new range of POS material, including eye-catching new glassware, so would encourage pub, bar and restaurant owners to stock up and give it a try.”
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