CLIENT

Aspall Cyder

ABOUT ASPALL CYDER

Aspall Cyder is a heritage-led, premium English cider brand known for its craftsmanship, elegance, and distinctive positioning within the cider category.

Founded in 1728 in Suffolk, Aspall is one of England’s oldest cider makers. The brand is rooted in traditional cider-making techniques, using carefully selected culinary and bittersweet apples, long fermentations, and a wine-like approach to balance and finish. Its deliberate spelling of Cyder with a Y signals this heritage and sets it apart from mass-market ciders.

The brand appeals strongly to urban, style-conscious adults, particularly those who enjoy premium drinks and are open to cider beyond traditional pub occasions. Rather than competing with mainstream cider brands, Aspall aims to elevate the category, encouraging consumers to see cider as suitable for dinners, celebrations, and sophisticated social moments.

WORK

Tasked with reintroducing this 300-year-old heritage brand to a new generation, we set out to reframe Aspall as a premium challenger. One that breaks free from tired cider conventions and stands proudly apart. The spark? That distinctive “Y” in Cyder. A nod to tradition, once used to signal craft and quality. That small letter became the big idea: Y Do Ordinary? A new brand platform that challenges the status quo, positioning Aspall Cyder as the sophisticated, fashion-forward alternative to prosecco, wine, cocktails and aperitifs.

The campaign takes aim at the clichés and brings a new way to drink, serve and experience cyder. Visuals highlighted the drink being poured into elegant glassware, reinforcing that premium positioning and challenging conventional ideas about how cider “should” be served and experienced.

It was a large-scale campaign that reached nearly 23 million adults across the UK over summer 2025 through out-of-home ads in major cities.

SCOPE

YEAR

Visual Identity
Art Direction

2025