Cornish Orchards has announced a raft of summer support for retailers ahead of the launch of its biggest-ever media investment.
Running until August, Cornish Orchards is once again asking consumers ‘Can You Trust Your Cider?’, bringing back the campaign for a second year to underline the message that Cornish Orchards is made from 100% fresh-pressed UK apples and never from concentrate.
The creative sees two pints of cider – Cornish Orchards and a generic brand – hooked up to polygraph lie detector tests while a voiceover reads out claims made by cider brands.
While the polygraph line for the generic cider pint trembles when straplines such as “made from 100% fresh-pressed British apples”, “expertly matured over six months” and “never made from concentrate” are read out – Cornish Orchards is revealed to be telling the truth every time.
The campaign includes digital, social, influencer and outdoor activity that will reach 88% of cider drinkers in the UK. The investment marks the brand’s largest investment in media to date, up +11% vs 2025.
This summer, Cornish Orchards is also at the heart of the Lost Oasis experience, an immersive event where Cornwall’s iconic ‘Lost Gardens of Heligan’ has transformed the capital’s busiest urban centre into a natural experience to socialise, relax, eat and drink – within the grounds of St Martin-in-the-Fields.
In retail, the brand is growing more than seven times faster than the cider category and is aiming to capitalise on this further with a new pack format.
Following similar 440ml launches by fellow Asahi UK brands Asahi Super Dry, Peroni Nastro Azzurro and Fuller’s London Pride earlier this year, Cornish Orchards is now available in a 4x440ml multipack, RRP £5.75, offering a quality product in the value proposition the modern cider drinker expects.
Commenting on the launch, Rob Hobart, marketing director at Asahi UK, said: “Premium draught apple is stealing share from standard draught apple, and with premium pints commanding +80p more per pint on average, there’s a massive opportunity for pubs, bars and retailers in the category, especially during the summer months.
“With Cornish Orchards, we know that we have the right product and right campaign to resonate with consumers. Last year, we saw them buy into our ‘100% made with fresh-pressed apples’ messaging and we’re looking forward to driving this even further.”
Following last year’s campaign, Cornish Orchards entered the top 10 draught apple ciders in GB by volume sales
Stockists looking for support on how to grow their cider sales this summer can visit: https://www.asahibeer.co.uk/sales