It’s Officially Cider Season; British brand Cornish Orchards Encourages Cider Lovers to ‘Uncover the Truth About Cider’ in 2025 Campaign

• New advertising creative urges consumers to look under the label of their favourite apple cider.

• Made from 100% fresh-pressed British apples, Cornish Orchards prides itself on being made from fresh juice, not concentrate.

• The brand is experiencing +11% volume growth, outperforming the premium cider category.

Cornish Orchards, one of the UK’s top five premium apple cider brands, is asking ‘Can you trust your cider?’ in a bold new creative that challenges what cider drinkers may perceive as common practice in the making of this refreshing summer beverage. The new 2025 campaign sees two pints of cider – Cornish Orchards and another brand connected to a polygraph lie detector tests while the technician reads out commonly made claims by cider brands.

While the polygraph line for the generic cider pint wobbles and humorously shakes when claims such as “made from 100% fresh-pressed British apples’, “expertly matured over six months”, and “never made from concentrate” are read out. Cornish Orchards is revealed to be the cider brand you can trust when it comes to authentic craftsmanship.

Cornish Orchards prides itself on its production process, supporting British apple growers and using traditional cider-making methods, resulting in a much more flavourful pint — cider the way it’s supposed to taste! Cornish Orchards only makes cider once a year from apples fresh from harvest. The brand allows its cider to mature at the speed of nature, rather than using enzymes to speed up the process.

The campaign includes video-on-demand, social, and influencer activity that will reach 6 million consumers and 58% of all cider drinkers. Trade support will be available for 650 on-trade outlets and 440 retail outlets, including PoS and a chance to win a luxury trip to Cornwall.

Rob Hobart, Marketing Director at Asahi UK, said: “Cornish Orchards is like no other cider brand on the market, pressed and blended in the heart of Duloe, Cornwall, and its genuine British production and pressing process is something we’re incredibly proud of.  This honest, transparent mindset goes through the whole brand, including our approach to sustainability. This year, Cornish Orchards’ farm has completely ceased using fossil fuels for its production, now running entirely on renewable energy sources, reducing its emissions by up to 94% without any offsetting, verified by The Carbon Trust.”

He continues, “Highlighting the brand’s values of craftsmanship, conviviality, and heritage, we’re confident our new advert, developed by creative agency The Corner, will cement the quality and passion pressed into every drop of Cornish Orchards in cider drinkers’ minds.”

With year-on-year volume growth at +3.2%, premium draught cider is outperforming the wider cider market, which has seen a -2.0% overall volume decline in the past year.   Cornish Orchards is enjoying +11% volume growth and commands a price premium of £5.20, which is +14% above the category average for draught premium cider.

Find out the truth about cider: cornishorchards.co.uk

ENDS

NOTES TO EDITORS

For further information, please contact:

Shoma Amin | Shoma.Amin@asahibeer.co.uk | 07788 345 806

About Asahi UK

Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though the portfolio of super-premium beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale, and cider brands, which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking-based business is focused on developing quality, super-premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.

The business recently announced a major sustainability milestone at Cornish Orchards, with the cider farm now powered entirely by renewable energy sources and removing all use of fossil fuels.

For further information, please contact:

Shoma Amin | Shoma.Amin@asahibeer.co.uk | 07788 345 806

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