Inch's Creating The Really Good Cider brand.

From launching the brand in 2021 to shaping its latest campaign platform, Otherway has helped turn Inch’s Cider into one of the UK’s fastest-growing drinks brands. Building a modern cider brand designed to expand the category and connect with a new generation of drinkers.

Since launch, Inch’s has become one of the standout growth stories in UK drinks. Built around a fresher taste profile, a clear sustainability story and a more optimistic brand world, the brand has grown to over £280m in value while helping bring new audiences into the category.

The latest chapter ‘The Really Good Cider’ is set entirely within an Inch’s pint glass, the campaign brings the product itself to the centre of the story through layered, handcrafted animation and recognisable British drinking moments.

The film cuts between tactile stop-motion scenes unfolding across the surface of the pint and everyday occasions shared by a cast of modern cider drinkers. The result is a visual world that feels crafted, characterful and culturally current. Celebrating cider through a more contemporary lens.

The campaign extends across TV, OOH and social. Outdoor executions position Inch’s as “sunshine in a glass” across relatable summer occasions, while tactical London Underground placements introduce a more playful and culturally reactive tone.

The work continues Otherway’s long-term ambition for the brand: building a cider that feels less rooted in category conventions and more connected to contemporary British culture. Using product truth, distinctive craft and everyday relevance to drive growth.