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Tall order: Aspall shortens its cider bottles to fit in

Aspall turned to glass manufacturer Beatson Clark to shorten its cider bottles and improve visibility at point of purchase.
Aspall turned to glass manufacturer Beatson Clark to shorten its cider bottles and improve visibility at point of purchase.

The UK cider firm has reduced the height of its cider packaging, enabling the bottles to stand tall on shelves and pub fridges.

Beatson Clark teamed up with the UK-based cider maker to revamp the bottles of its popular libations. Before the redesign, the Aspall cider bottle was tall and elegant but, unfortunately, too tall to stand upright in most pub and bar fridges.

Shelf presence

Polly Robinson, Aspall marketing consultant said while the brand’s distinctive bottle offered an appearance that stood out from other drinks, the overly lofty bottles actually posed a disadvantage at the point of purchase.

We love the iconic bottle that we’ve been using for almost 100 years, but it’s now too tall for the fridges in most pubs and bars,” she said. “In many pubs the bottle is kept on its side, which means that our products don’t catch the eye of customers choosing their drink from the other side of the bar.”

Robinson added the company wanted to change the packaging to better fit in, without losing its stand-out look.

We wanted our products to stand upright, so we asked Beatson Clark to supply a slightly shorter bottle for us,” she said. “The new bottles are going down really well and have helped us to get more packaged, as opposed to draught product, into the on trade.”

Redesigned bottles

The updated 500ml bottles are made of amber lightweight glass, using Beatson Clark’s Vichy bottles. The revamped containers recently made their debut in pubs and bars across the UK.

Damian Mills, said the Aspall team is pleased with the results the Beatson Clark project turned up.

The Vichy bottle has been a great success and enabled us to significantly increase the volume of packaged Aspall cider going into the on trade,” he said.

Two recently launched Aspall drinks were the first to be poured into the redesigned bottles: Clement's Four, a low-ABV cider named in honor of company founder Clement Chevallier; and Isabel's Berry, a lighter cider flavored with redcurrant and raspberry juice. The drinks will be joined by four existing products: Draught Cyder, Premier Cru, Harry Sparrow and Perronelle's Blush.

In addition to the standard and custom 500ml cider bottles, Beatson Clark also provides Aspall with 330ml bottles for the company’s line of vinegars.

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