Inch’s Cider

Go The Extra Inch’s

Launching a brand to rescue a category.

From its very inception, through 6 years of incredible growth, I wrote and led the strategy for Inch’s Cider at Otherway - helping create Heineken’s fastest growth brand in two decades.

Young drinkers had grown bored of Apple cider and were leaving the category at a catastrophic rate.

So, I wrote a positioning that balanced ‘proper’ cider cues with a more progressive set of values and behaviours. In particular, celebrating the brand’s commitment to more sustainable processes.

When paired with a more fun, witty brand character and a laser focus on proudly celebrating apple-y taste, Inch’s managed to recruit new drinkers back into the category, overtaking Thatchers in just two years.