- New advertising creative urges consumers to look under the label of their favourite apple cider.
- Made from 100% fresh-pressed British apples, Cornish Orchards prides itself on being made from fresh juice, not concentrate.
- The brand is experiencing +11% volume growth, outperforming the premium cider category.
Cornish Orchards, one of the UK’s top five premium apple cider brands, is asking “Can you trust your cider?” in a new creative that challenges what cider drinkers may perceive as common practice in the making of this refreshing summer beverage. The new 2025 campaign sees two pints of cider – Cornish Orchards and another brand connected to a polygraph lie detector tests while the technician reads out commonly made claims by cider brands.
While the polygraph line for the generic cider pint wobbles and humorously shakes when claims such as “made from 100 per cent fresh-pressed British apples”, “expertly matured over six months”, and “never made from concentrate” are read out. Cornish Orchards is revealed to be the cider brand you can trust when it comes to authentic craftsmanship.
Cornish Orchards prides itself on its production process, supporting British apple growers and using traditional cider-making methods, resulting in a much more flavourful pint — cider the way it’s supposed to taste! Cornish Orchards only makes cider once a year from apples fresh from harvest. The brand allows its cider to mature at the speed of nature, rather than using enzymes to speed up the process.
The campaign includes video-on-demand, social, and influencer activity that will reach 6 million consumers and 58 per cent of all cider drinkers. Trade support will be available for 650 on-trade outlets and 440 retail outlets, including PoS and a chance to win a luxury trip to Cornwall.
“Cornish Orchards is like no other cider brand on the market, pressed and blended in the heart of Duloe, Cornwall, and its genuine British production and pressing process is something we’re incredibly proud of,” said Rob Hobart, Marketing Director at Asahi UK. “This honest, transparent mindset goes through the whole brand, including our approach to sustainability. This year, Cornish Orchards’ farm has completely ceased using fossil fuels for its production, now running entirely on renewable energy sources, reducing its emissions by up to 94 per cent without any offsetting, verified by The Carbon Trust.”
He continued: “Highlighting the brand’s values of craftsmanship, conviviality, and heritage, we’re confident our new advert, developed by creative agency The Corner, will cement the quality and passion pressed into every drop of Cornish Orchards in cider drinkers’ minds.”
With year-on-year volume growth at +3.2 per cent, premium draught cider is outperforming the wider cider market, which has seen a -2.0 per cent overall volume decline in the past year. Cornish Orchards is enjoying +11 per cent volume growth and commands a price premium of £5.20, which is +14 per cent above the category average for draught premium cider.
