Recently, Vander Mill announced a new spin on its ciders by adding 12oz 12-packs in retail. The larger format strengthened the Michigan cidery’s visibility because the brand was kept consistent between the 6-pack and 12-pack, pointed out owner Paul Vander Heide.
“It is a value we pass along to the consumer to allow them to buy a larger package,” he said. “For the retailer, we are helping drive more dollars through their store.”
Vander Mill is offering the top three sellers — Totally Roasted (pecan, cinnamon, and vanilla-infused cider), Vandy (session cider) and Hard Apple (original year-round cider) in 12-packs.
When Vander Mill made a change to its core products by moving them to 12oz cans with 6-pack cartons, the intent in purchasing a new cartoner was to give the cidery flexibility in a machine that could eventually allow it to do different size cartons.
”We had already planned that we would be doing 12 packs in the future,” Vander Heide said. ”As is true with all machinery, changing over can be tricky.”
These new 12 packs are not replacing anything in the portfolio. Instead, they are enhancing their core brands.
Like its 6-pack cartons Vander Mill uses both pictorial and written messages to quickly and effectively inform the consumer about the flavor profiles of its cider products.
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