Launched before the cider trend properly exploded onto the New Zealand market, the success of DB’s Crushed Apple Cider soon led to a Pear variant, and the need for a new 12-pack range.

The company had a strong offering in place: a premium cider, 100 per cent sourced from New Zealand raw materials instead of the concentrate used by competitors. What it needed was packaging that would vocalize the product’s unique selling point.