Cranes

Idea

Introduction

Founded by twin brothers Ben & Dan.

Cranes is the fastest growing cider company in the UK, producing a range of innovative fruit ciders, which are naturally light. By utilising the fruit’s natural sweetness, they contain 30% fewer calories compared to brand leaders. So, while meeting consumer demands for a healthier alternative, they are still full flavoured. Cranes Ciders come in three delicious flavours: Blueberries & Apples; Cranberries & Limes and Raspberries & Pomegranates.

Our range of fruit ciders have seen huge success within the supermarkets.

We have recently developed Cranes Premium Apple Cider to enable us to secure further listings within pubs, bars and restaurants. Our new premium apple cider is naturally crisp and uses 100% fresh juice staying true to our existing cider range.

We also have our award-winning spirits range which includes a Cranes Cranberry & Blood Orange Liqueur and Cranes Cranberry Gin, both currently available on Ocado.

Monetisation strategy

We plan to continue high growth through building brand awareness and encouraging trials in the off-trade (supermarkets) and on-trade (pubs, bars and restaurants).

Securing off-trade distribution has been at the forefront of our efforts, as this makes up 64% of cider volume in the UK. But there is a strong interrelationship between the on and off-trade, with sales in the off-trade strengthened by an on-trade presence.

In the off-trade we are planning targeted in-store marketing campaigns to directly increase rate of sale, this in turn will also secure further off-trade distribution.

As part of our growth strategy we will start to focus heavily in the on-trade, investing into resources, retros and marketing material. We will use our new premium apple cider to unlock year-round sales in pubs and bars to support sales of our fruit cider. Increasing our volumes and strategic presence in the right on-trade accounts will help build our brand and aid our off-trade marketing efforts.