Cawston Press, a premium healthy soft drinks brand, has achieved remarkable success with its sparkling rhubarb flavor, dominating the market with a 71% share. This journey, however, began with a simple idea at a backyard barbecue.
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Co-founder Mark Palmer recalls the initial uncertainty, as no market data existed for canned sparkling rhubarb. Despite the risk, an £80,000 investment was made for the first production run, transforming a casual concept into a tangible venture.
Cawston Press, originally Cawston Vale, started in 1986 selling wine boxes and apple juice. Fifteen years later, Palmer and his partners initiated a management buy-in, rebranding the company and launching with apple and rhubarb flavors. While they initially anticipated apple to be the bestseller, rhubarb unexpectedly took the lead. Today, the company boasts revenues of approximately £25 million and has sold over 45 million cans of sparkling rhubarb since 2014.
From Pressing Apples to Sparkling Rhubarb: A Focus on Quality
Palmer, with his extensive marketing experience at renowned companies like Pret A Manger, Green & Black’s, and Burger King, envisioned expanding the company’s focus on pressed fruit into more convenient on-the-go formats.
The key to Cawston Press’ success lies in its commitment to using pressed fruit rather than concentrate, resulting in a higher quality product, albeit at a higher cost. The challenge was to balance the ratio of sparkling water and juice while maintaining an appealing taste and presentation. Overcoming the technical hurdles of canning such a high juice content proved worthwhile.
Nostalgia and Novelty: Capturing the UK Market
The unique flavor resonated with the British market, evoking nostalgic memories of traditional rhubarb desserts and childhood treats. This nostalgia, combined with the novelty of a sparkling rhubarb drink, fueled the brand’s popularity.
Cawston Press further solidified its position with a strategic partnership with Disney’s Inside Out 2, the first film of 2024 to reach $1 billion globally. This collaboration, spearheaded by Cawston’s head of marketing Milly Tuck, aligned with the film’s positive message about mental health and resonated with consumers.
Adapting and Expanding: Post-Pandemic Growth and Beyond
Despite setbacks during the COVID-19 pandemic, Cawston Press refocused on the UK market, which now accounts for over 90% of its sales. The company’s distinctive branding, recognized through numerous design awards, has played a crucial role in its success.
Furthermore, Cawston Press demonstrated its responsiveness to consumer feedback by transforming its beetroot and apple drink. Initially a minor product, it became Brilliant Beetroot, the company’s second-best seller, after receiving numerous requests to make beetroot the primary ingredient. This unexpected success has attracted a new audience of health-conscious consumers and athletes.
Learning from Green & Black’s: Quality and Vision
Palmer credits his experience at Green & Black’s with shaping his approach to quality and brand vision. He emphasizes the importance of uncompromising product quality and a unique brand identity, as exemplified by Green & Black’s pioneering success with dark chocolate in a market dominated by milk chocolate. This commitment to quality and a willingness to defy conventional wisdom has been instrumental in Cawston Press’ success.
In conclusion, Cawston Press’ journey from a backyard barbecue idea to a market-leading brand exemplifies the power of innovation, quality, and a strong brand identity. The company’s commitment to using pressed fruit, its responsiveness to consumer feedback, and its strategic partnerships have enabled it to carve a unique niche in the competitive beverage industry. Cawston Press’ success story serves as an inspiration for aspiring entrepreneurs and a testament to the enduring appeal of quality and authenticity.
