To be known as Westons World Brands Pty Ltd (WWB), the company will take over from World Brands Australia Pty Ltd (WBA) and its present portfolio.
H Weston & Sons, is a family-owned company and the fourth largest producer of cider in the UK with products exported to over 40 countries and an annual turnover of over £42m.
Apparently the exponential growth of the cider market in Australia – with the added incentive of its proximity to Asia, where they already export – was instrumental in the decision.
According to figures posted by Westons, the cider market in Australia is growing at 42.8% volume MAT (Nielsen Scantrack February 2012) and 58% value MAT (Nielsen Scantrack February 2012).
With their products already on sale in major chains – such as Dan Murphy’s – Weston’s is already cashing in the boom that has seen the cider sector’s value share of the alcoholic drinks market grow by 0.8% in just 12 months (Nielsen Scantrack February 2012).
[Figures care of WWB]