Woodchuck Reveals New “Give a ‘Chuck” Campaign & Packaging

Middlebury, VT  May 07, 2014 –

Since its inception from a Vermont two-car garage in 1991, Woodchuck Hard Cider has focused on crafting the highest quality cider. In the 23 years since, the cider category with Woodchuck as a leader, has grown into a force in the alcoholic beverage market. Latest data shows the category up 100%* and quickly approaching 1% of the total beer market.

As new ciders enter the category and commercial beer producers develop ciders solely looking to tap new revenue streams, Woodchuck has remained steadfast in their commitment to produce high-quality craft cider. This summer, the brand is nearing completion of a new $30 million dollar cidery and launching refreshed packaging.

“Pardon my language, but we give a ‘chuck about authentic handcrafted cider that’s made in an actual cidery. We think it is time for our packaging to better reflect that simple fact,” said Communications Manager Nate Formalarie. “We are committed to Vermont, its people, and its apple growers. With our new cidery, we will continue to grow the craft cider segment from the very place it was born 23 years ago. The motherland, if you will. The new packaging design is a reflection of those priorities.”

There has been no change to the Woodchuck recipe or liquid. The six-pack design has changed with the logo shifted off-center and a painting of the new cidery in its natural setting has been added. Local Vermont artist Kathleen Kolb was commissioned to create the painting. In addition, tasting notes from the cider makers were added to the six-pack giving the consumer a full picture of what they are pulling off the shelf. These changes represent the most significant update to packaging in Woodchuck’s history.

The new packaging will launch in Vermont and the Great Lakes region in June, (Ohio, Indiana, Michigan, Illinois, Wisconsin, Minnesota), before landing on store shelves nationwide towards the end of the summer.

The launch of this new packaging kicks off a busy summer for Woodchuck Hard Cider. The finishing touches are being put on the new cidery, which will stand as a one-of-a-kind in the US. On August 23rd, Woodchuck will throw a Grand Opening Ciderbration™ at their new cidery, including a day long festival with four bands, food, and a few surprises. That event is free to the public.

Visit the Woodchuck Blog for more information on the new packaging and Grand Opening Ciderbration™.

*Source: Symphony IRI total US MULC 4 weeks ending 4/20/14
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