Brothers Cider is being revamped with a new look and marketing to attract a more mature audience.
The brand, which made its name at festivals after launching at Glastonbury in 1995, said its original adopters were now in their 30s and were “older and wiser”.
“Our packaging has been youth-oriented, which made us a niche brand but perhaps the niche was too narrow,” said Matthew Showering, who runs the business with his three brothers.
“Keeping Brothers as an effective choice among the now rather crowded cider and fruit flavoured fixture requires constant innovation.”
The new look is designed to have wider appeal and give the brand a premium look, and features modern typefaces alongside new illustrations.
It is rolling out now on 500ml bottles of the flagship Festival Pear, Strawberry and Toffee Apple ciders, plus Wild Fruit cider - renamed from Tutti Frutti to better reflect the product’s ingredients.
The relaunch is being backed by a £5m UK-wide marketing push using sampling, outdoor poster and digital activity designed to reach 20 million people.