Inch's Creating The Really Good Cider brand.

rom 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.

The ambition was to build a cider brand that could move the category forward. One still rooted in apples, refreshment and Herefordshire, but less dependent on the usual countryside codes. Less rolling hills. More of the places cider is actually drunk: pub gardens, parks, festivals, BBQs, hot platforms, corner shops and cans on grass.

Since launch, Inch’s has become one of the standout growth stories in UK drinks, growing to over £280m in value while helping bring new audiences into the category.

The latest chapter, The Really Good Cider, brings the product itself to the centre of the story. Set entirely within an Inch’s pint glass, the campaign uses layered, handcrafted animation to tell the story of a cider that tastes good and does good.

The film cuts between tactile stop-motion scenes unfolding across the surface of the pint and everyday British drinking moments. The result is a visual world that feels crafted, characterful and culturally current, without losing the brand’s easy optimism.

The campaign extends across TV, OOH and social. Outdoor executions position Inch’s across familiar summer occasions, while tactical placements on the London Underground use the heat, the setting and the audience’s own thirst to bring out a more irreverent side of the brand.

Across the work, the ambition remains the same: to build a cider brand with one foot in Herefordshire and one foot in modern British drinking culture. Properly apple-y, refreshingly optimistic, and made for the places where good cider belongs.