Aspall is revamping its Suffolk Cyder range and will be adding government health and sensible drinking messages on labels as part of a record £1m brand investment.

The new-look four-strong range rolls out this week with a larger, less-cluttered front label and health warnings on the back label. As well as unit recommendation from the government's chief medical officer, the label will now feature the Drinkaware and Know Your Limits logos.

It is the first time Aspall has incorporated such information and comes two months after the government slammed the drinks industry for failing to comply with a voluntary agreement to place health warnings on alcoholic drinks.

The government's decision to raise cider duty by 10% in last month's budget, and the resulting price hike, were unlikely to affect sales, said commercial director Geoff Bradman.

"The premium, established sort of outlets Aspall is listed in tend to be less price-sensitive," he said. "In percentage terms the increase is large, and this is clearly never welcome and never helpful. However, the actual duty increase is not as concerning, working out at 3p per pint."

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