Woolworths Launches Local New Zealand Private Brand Cider

A cider produced by renowned New Zealand brewers, the McCashin family, is the first ever Private Brand beer or cider sourced by Australian mega retailer Woolworths from New Zealand, and the retailer says it is selling “exceptionally well”.

Saxton Cider was developed for Woolworths by the McCashins, who founded New Zealand’s popular Mac’s beer brand that was eventually sold to Lion Nathan.

Woolworths Liquor Brands’ Brendan Robinson told the Australian Hotel, Bar, Club and Liquor Industry webzine “TheShout” that Saxton Cider had been on sale for two or three months and was selling “exceptionally well” driven largely by in-store tastings.

He said the cider, which comes in apple and pear flavors, is a much tangier, full-flavored style than many of the others on the market, “so it’s appealing to a different consumer”.

Woolworths recently revealed that it introduced more than 100 Private Brand liquor brands to its stores in the last six months of 2011.

SOURCE: TheShout

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.