Westons acts on Australian cider boom

Westons Cider has bought drinks distributor World Brands Australia as part of the UK producer’s strategy to consolidate its expanding international business.

Roger Jackson, the new managing director of WWB

Herefordshire-based Westons established a trading relationship with WBA several years ago when it launched into the Australian market, where cider is currently enjoying a surge in popularity.

According to Nielsen Scantrack MAT data for February 2012, the Australian cider market grew by 42.8% volume and 58% value, as the category increased its share of the alcoholic drinks sector by 0.8% during the last year.

Following this acquisition, the company will be renamed Westons World Brands, with Roger Jackson, Westons’ commercial director, adding the new role of managing director of WWB to his current responsibilities. Former WBA head Paul Wormley will report into Jackson as he leads WWB from Australia.

Commenting on the purchase, Jackson remarked: “Westons Cider’s export business has become an increasingly important element of our business strategy and growth achievements.

“The purchase of World Brands Australia will ensure Westons Cider has a strong and sustainable platform to invest fully in the fast growing Australian cider market and realise the potential of Westons’ portfolio of cider brands.”

Praising Wormley for his work in driving “the awareness, distribution and sales of Westons products in Australia,” Jackson added: “I look forward to working with him and his team to deliver a beneficial growth strategy in this exciting market.”