Home' National Liquor News : NLN FEB 2018 Contents 100 | FEBRUARY 2018 NATIONAL LIQUOR NEWS
IAN CAMERON, HEAD OF MARKETING & SALES
WESTONS WORLD BRANDS
WHAT WERE THE HIGHLIGHTS FOR
WESTONS WORLD BRANDS (WWB)
2017 was a particularly hectic year for our
people. As a business, we made significant
progress on developing our new commercial
team, rolling out our new portfolio and
making big steps towards our long-term vision
for Australia. Sales were strong throughout
the year and we achieved most of our key
commercial objectives. Both our cider
and beer brands performed ahead of their
respective categories, organically growing at a
combined 38 per cent.
Being recognised as the best large producer
at the 2017 Cider Australia Awards was a huge
highlight, this was complemented by taking
out a Best of Class trophy with Wyld Wood
Organic Cider. Both accolades were a glowing
endorsement for our Westons cider making
team and the quality of our ciders.
The year saw two new Westons English
ciders launched in the Australian market; Caple
Road No 3 and Stowford Press Medium Sweet.
Feedback from the trade has been tremendously
positive on both brands thus far.
We’ve also extended our distribution
partnership with acclaimed Edinburgh-based
Scottish craft brewer Innis & Gunn. The
agreement will open up more opportunities in
international craft beer, and assure a pipeline of
WHAT DO YOU ANTICIPATE AS
THE MAIN CHALLENGES AND
OPPORTUNITIES FOR WWB IN 2018?
In 2018, we expect the ongoing challenges
facing liquor to be no less than in the past so
we are ensuring we are well positioned for
year(s) ahead. Within liquor, cider continues to
offer great value for money for consumers and
healthy margins for the trade so there is a very
healthy outlook. We’ll continue to align our
strategic plans to our customers, and press on
with our mission to champion traditional and
WHAT WILL BE WWB’S IMMEDIATE
FOCUS IN THE YEAR AHEAD?
The main focus for our people will be our
partnerships and supporting our customers.
Our strength is in cider making and we have
a lot to offer the trade around cider education
and ensuring we share our expertise in how
artisanal ciders are produced, what sets them
apart from other processes and how craft cider
increases profit within the category. We’ll utilise
our global insights and UK expertise to create a
lot more excitement around cider. Within beer
we will maintain our focus on innovation and
bringing insights from international markets
with the support from our partners.
WHAT PLANS DO YOU HAVE TO
ENGAGE THE TRADE AND DRIVE
SALES IN 2018?
Our 2018 plan includes engaging consumers
through food and cider festivals, consumer
sampling, and we’ll be creating excitement
around cider by partnering with key food
venues for our cider culinary program.
We’ll also be actively driving cider sales
during the cooler months so the diversity of
cider occasions is recognised all year round,
filling the gap for what is traditionally the off-
season. Innovation will play a big part and we
have a new launch planned for later in the year
for a unique addition to the Australian cider
market. More to come on that.
WHAT HAVE BEEN THE
IMPLICATIONS FOLLOWING THE
LAUNCH OF THE CDS IN NSW?
WHAT ARE YOUR MAIN CONCERNS,
ESPECIALLY WITH MORE STATES
SET TO LAUNCH THIS YEAR?
It’s still too early to know exactly what
long term impact the CDS will have on our
NSW sales, although we have noted some
administrative costs and cash flow impacts
associated with the scheme.
If all states adopt similar programs a national
approach seems logical so there is consistency
and cost efficiencies across the country.
HOW WILL YOU ENGAGE THE OFF-
PREMISE TRADE TO DRIVE SALES
One of our key objectives is to add more
value in the category and drive the traditional
and crafted segments, we’ll also answer the
ever-growing consumer demand for premium
We’ve recently redeveloped K Hard Apple
Cider 6.9% in collaboration with the team
at Magners in Ireland, and launched in late
2017. The new liquid is perfectly suited to
Australian flavour preferences, and while it’s
early days the response from the convenience
channel has been positive. So, we’ll be
sharply focused on the higher ABV segment
and aiming to grow value in this area.
We’ve also formed a partnership with
Sidra del Verano. Verano is a fifth generation
Spanish cider maker producing artisanal
crafted ciders in the Basque region of Spain.
Verano is made using 100 per cent fresh
pressed culinary fruit and brings a new style
of apple and flavoured cider to the category.
The brand refresh in early 2018, and new
bottle sizes will be a breath of fresh air for
the Australian market. Verano perfectly
complements our preeminent cider portfolio
of premium European ciders.
“Our strength is
in cider making
and we have a lot
to offer the trade
ensuring we share
our expertise in how
artisanal ciders are
produced... and how
craft cider increases
profit within the
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