Case Study: Westons Cider closes the distribution gap in convenience with Richmond & Towers

Westons Cider boosts convenience distribution by 3.3 points with Richmond & Towers

Westons Cider, a UK-based cider producer, faced a challenge with its Henry Westons Vintage product. While the cider had strong distribution in supermarkets, it was under-prioritized by independent convenience retailers, creating a significant distribution gap. The vendor, Richmond & Towers, was tasked with helping the customer upweight listings for this star performer in the convenience channel.

Richmond & Towers developed an integrated campaign targeting convenience channel decision-makers. The solution centered on creating a playbook of compelling, commercial messages that highlighted the big financial opportunity the number one cider SKU presented for retailers. This was executed through advertorials, advertising partnerships, and earned editorial in key trade media. As a result, distribution for Henry Westons Vintage increased by 3.3 percentage points over two years, achieving over 75% coverage in convenience stores, while value sales for a priority SKU leapt 27%.

Westons Cider