The 8.2% abv brand has been given a “contemporary new look” in a bid to broaden its appeal and improve on-shelf visibility.
A spokeswoman said: “Research revealed there was strong consumer interest in traditional cider, which is associated with a more natural taste of apples and higher quality than some of the newer cider styles.
“However, respondents said their decision in purchasing a traditional cider was influenced by a contemporary label rather than an old-fashioned one.”?The new-look label features apple illustrations and will be supported by a nationwide trade and consumer ad campaign.
The new packaging will hit supermarket shelves this week, with an rrp of £2.55 for a 50cl glass bottle.
A dedicated website, henrywestons.co.uk, has been set up for consumers to find out about the history of the cider and the founder of Westons. It will be launched at the end of this month.