Crafty relaunch for 'secret' Old Rascal

11 July, 2008

Somerset cider producer Thatchers is relaunching a brand it describes as its "best kept secret".

Old Rascal is an oak-aged cider, named after a fox that used to pilfer apples from the company's cider store under the cover of darkness.

Managing director Martin Thatcher said: "Old Rascal is a fine, bittersweet cider, produced from some of Somerset's best cider apples

- dabinett and redstreak

- and made from a traditional Thatchers recipe."

He added that it was a session cider "full of flavour and a West Country apple bite ".

The brand is being repackaged in Thatchers' "fridge-friendly" and lightweight 50cl bottles introduced this year, and the story of the fox features on both the packaging and new POS.

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