C&C Group will roll out the new-look K Cider packaging this month

C&C Group will roll out the new-look K Cider packaging this month

C&C Group has revamped the packaging for its K Cider brand in an attempt to “enhance” its “premium positioning”.

The company, which owns the 8.4% abv brand through its Shepton Mallet Cider Mill unit, said earlier today (1 July) that the update will take effect this month. The move coincides with the introduction of a 33cl can format in K's main market, the UK.

“In a sector dominated by loud branding and vivid colour, K is unique with its subtler, more refined appearance,” the company said. The new look reflects (the cider's) positioning for premium drinking occasions, whilst ensuring superior standout on shelf.”

The update will be backed by “significant” investment in POS. K is sold predominantly in the UK and only occasionally is it sold in some markets in Asia and Eastern Europe.

C&C, which also owns the Magners and Addlestones cider brands, has struggled in the UK as multinational brewers have looked to enter the category in recent years. In its most recent full-year results, the company reported a 15% fall in cider sales in the country.