For Belvoir Farm, 2021 sees a refreshing new look, the first out of home advertising and a number one market position*. The history of the company is rooted in the community, especially during the Elderflower harvest throughout May and June.

Each year the company calls on the local community across the four neighbouring counties to collect elderflower and bring it to be infused into their famous cordial, a tradition that goes back to the early 80s, when John and Mary Manners galvanised local pickers to help them turn abundant elderflower in the local countryside into their famous cordial. 40 years on, their son, Pev Manners, carries on the same tradition at Belvoir farm, and now anticipates more than a million bottles of its iconic cordial to be produced this summer. ‘‘2021 has been an exciting year so far” explains Pev. “Our new strapline, “Crafted With Nature”, sums up our natural credentials, giving consumers real confidence and pleasure in premium soft drinks that are refreshingly real and taste delicious. We want our natural credentials to shine through. We’re also proud of our sustainable farming – growing much of our elderflower on our own organic 60 acre plantation. Our ingredients are carefully selected from around Britain and further afield.” Belvoir Farm’s ingredients are front and centre on the new packaging. Frothy elderflower, vibrant spicy ginger, fruity raspberries all feature strongly in a bold and beautiful design, sure to appeal to existing fans and new, younger consumers.

Continues Pev “There’s a real wildness about it, in keeping with nature itself. We make our still cordials and lightly sparkling soft drinks with simple ingredients and a knack for traditional methods. We let the ingredients do the talking. We never taint our drinks with artificial additives; choosing, instead, to let the natural flavours shine.” The company has launched its first major national out of home advertising campaign, with an investment of over £1 million to support the growth of the brand this summer. The campaign is designed to raise awareness of the brand values and capitalise on consumers being able to enjoy the outdoors this summer and the renewed love of the English countryside since lockdown. The “Go Forage!” campaign will focus on Tesco, Waitrose and Sainsbury’s superstores, appearing on a mixture of store entrances through to billboards: 240 store entrances, 788 proximity to stores and over 45 hours of digital billboards across the country. In addition, Belvoir is running a nationwide on pack promotion called “Win and Get Wild” to reflect the wild at nature theme that runs through the brand.

Belvoir Farm makes around 25 million bottles each year, that are exported all over the world from their modern bottling plant but their recipe development still follows an artisanal style.

• Belvoir are the No.1 Sparkling Elderflower RTD Drink.
  *Total Market 52we 22nd May 2021 Value Sales.
• Belvoir’s Ginger Cordial is the biggest ginger flavoured cordial
  *Total Market 52we 22nd May 2021 Value Sales (*Source: IRI Total Premium Ready to Drink Category, Value sales, IRI Major Multiples YTD to 24/4/2021)

If you’d like to discuss stocking our naturally delicious drinks, please contact Suzanne Large on 07784 217026

Join Daisy Payne’s Elderflower Bush to Basket challenge

We’ve been hand-picking Elderflowers with the local community in the Vale of Belvoir for almost 40 years. For six glorious weeks, the surrounding hedgerows come alive with wild elderflower and our 60 acres of organic fields burst into bloom.

This year, we’re working with gardener and TV presenter Daisy Payne as she follows our unique bush to bottle elderflower infusion process.

Taking up the challenge to pick, infuse and blend the flowers with Belvoir Farm’s trademark sugar, lemon and spring water that go on to create our signature delicious flavour, she’ll be then bottling, boxing and hand delivering the bottles for customers to enjoy – all within 24 hours of the flowers first being picked.

Belvoir Farm MD Pev Manners, comments, “I’ve been picking elderflowers since I was a young boy, when my mother started making elderflower cordial on our kitchen table to her own original recipe. The wonder of our cordial is the fantastic taste, which is developed as the freshly picked flowers gently infuse for 24 hours to provide a rich and fragrant Cordial, whose recipe has remained the same for nearly 40 years. We’re delighted to say our annual harvest is still going strong and it’s going to be great fun working with Daisy to welcome her into the wonderful wild organic fields at Belvoir Farm. It will give this year’s harvest a brilliant start.

“This year’s ‘bush to bottle’ challenge will demonstrate the speed at which we can deliver the freshest tasting Elderflower Cordial, transforming these beautifully fragrant flowers into our delicious drinks, straight off the production line and into the hands our consumers.”

“I’m delighted to be part of this wonderful harvest” says Daisy. “I’m a huge fan of elderflower cordial and look forward to finding out more about these fantastic flowers and how they are transformed into this delicious drink. We’re going to need a lot of help from the local community to make it happen, so we hope people will come out in force and join me and I’m hoping Pev might even be willing to share his classic family recipe with me!”

Daisy’s challenge will mark the official start of the harvest and they are hoping that lots of local elderflower fans will join us, as they have for many years to help pick the flowers before the season ends.

Follow us on Instagram @belvoirfarm_uk and Facebook @belvoirfarm for more exciting updates on Daisy’s challenge.

Want to get involved? Find out more here