Campaign Spotlight: Cranes – Full-Flavoured Craft Cider for the Health-Conscious Consumer

Campaign Spotlight: Cranes – Full-Flavoured Craft Cider for the Health-Conscious Consumer

2nd June 2020 by Michaela Salomon

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New craft brewers are popping up left, right and centre across the UK as consumers expand their palates beyond the typical mass-produced brands. However, despite changing consumer preferences for alcoholic beverages, the cider industry has struggled to keep pace.

That’s where Cranes steps in. Founded by two twin brothers with a passion for brewing, Cranes has earned its title as the fastest growing cider company in the UK. But that’s not all that sets them apart. Boasting a flight of three innovative flavours, Blueberries & Apples, Cranberries & Limes and Raspberries & Pomegranates, each bottle of Cranes cider contains 30% less calories than leading brands. Stocked in Sainsbury’s, Morrisons, Asda, East of England Coop, Ocado, and the third best seller in the cider category on Amazon, Cranes is redefining the cider market, one craft brew at a time. 

Cranes not only brings a new dimension and character to an industry that hasn’t historically seen a lot of innovation, it caters completely to the needs of the modern, health-conscious consumer. As people become more aware of their nutritional choices – and the detrimental ingredients that often lurk within them – fruit ciders are somewhat losing their allure. Most ciders bear a hefty health cost of over 350 calories per bottle and more than 52g of sugar. In fact, according to their research, a whopping 34% of cider drinkers have avoided cider in the last three months because of its high sugar content. Cranes was founded to keep the sweet fruity flavour that customers love, without compromising on nutrition. Each bottle is brewed with the natural sweetness of fruit and nothing more, meaning consumers never have to choose between what tastes good, and what’s good for them.

Aptly named after the cranberry – originally called crane-berry – which powered the brand’s very first flavour, Cranes has always considered the customer experience at the heart of its success. Founders Ben and Daniel Ritsema host a number of events every year to collect customer feedback, and help the brand continuously evolve and adapt its product line. In a blind taste test, Cranes ciders came out 64% ahead of its sugar-filled rivals, proving that the ultimate recipe lies in listening to the needs of an increasingly dynamic and wellness-motivated consumer base.

However, cider isn’t all Cranes is acclaimed for. Their range of spirits, including the Cranes Cranberry & Blood Orange Liqueur and Cranes Cranberry Gin, are both currently available on Ocado and ever-growing in popularity. The spirit range was recently awarded Gold in the Liqueur Masters and two titles at the International Wine and Spirits Competition. Their gins and liqueurs are targeted to launch in TKMaxx soon.

Cranes successfully secured £420,000 funding through previous crowdfunding campaigns, with investment from key industry players including Brothers Drinks Ltd. – international cider producer, contract bottler, and shareholder in the soft drinks company Fever-Tree. With their current Seedrs campaign already over 150% funded and backed by several hundred investors, Cranes has big developments in the works for both their products, and their brand. They recently developed a new, crisp and full-bodied apple cider, which true to the rest of the range, is made with 100% fresh fruit. This funding round will help supercharge the production of their apple cider and support them to secure further national listings and on-trade distribution points.

Whether you’re enjoying a barbecue spread in the garden this summer, or simply looking for a healthier alternative to enjoy at home while the UK is on lockdown, consider cracking open a Cranes, knowing it’s backed by fans and shareholders across the country.

To find out more about Cranes, and for the opportunity to back their mission, check out the pitch


Michaela Salomon

Michaela Salomon

Campaign Support Team

Digital Agency Kent