The challenge: Known for on-trade refinement, Aspall lacked off-trade visibility and cultural relevance.

1. The strategic pivot:

   • Shift from a “better cider” to a premium lifestyle brand.

   • Compete not with other ciders, but with prosecco, wine, and aperitifs.

2. New positioning:

   • “Cyder with a Y. Y do ordinary?”

   • A confident, contemporary brand platform inviting drinkers to elevate the everyday.

3. Reframed brand codes:

   • From rustic to refined.

   • Inspired by natural wine aesthetics, modern, elegant, and proudly different.

4. Audience redefinition:

   • Targeting Humble Pleasure Seekers, those who find joy in everyday rituals and choose taste over tradition.

5. The result:

   • Aspall became a disruptor in the cider category.

   • Aspiration scores more than doubled (44 → 99).

   • A brand redefined, with cultural clout and a clear role in modern social occasions.