The revamp aims to show off the brand’s Somerset heritage. Cans of all variants will feature the words “Somerset pressed” along with the Somerset dragon and the Shepton Mallet market cross.
Marketing manager Andy Cross said: “We have redesigned the packaging to reflect the quality and craftsmanship that goes into Blackthorn as well as celebrating our proud Somerset roots. We have also introduced a pressed script style on the packaging to represent the way we press our cider, while both a reverse face and a front face bring the rich story behind the brand to life.”
Shepton Mallet Cider Mill is backing the brand refresh with an outdoor and PR campaign in Bristol, as well as national POS over the coming months.
It has also launched new blackberry and blackcurrant variant Black ‘n’ Black to the off-trade in cans, with 4.7% abv.
Cross said: “Fruit cider has prompted an influx of younger drinkers into the cider category. We knew that by adding a secret blend of fruits from the hedgerow to our distinctive Somerset cider we would create an ideal product for introducing the brand to a new audience of cider drinkers. We have been overwhelmed by the positive interest in Black ‘n’ Black and are very optimistic about what it will deliver for the Blackthorn portfolio.”