Westons has given cloudy cider brand Old Rosie a new look designed to “reinforce the brand’s heritage and provenance”.
The new packs will roll out across the brand’s 500ml bottles and two-litre flagons throughout July.
The brand’s bottles were last overhauled five years ago and it was “about time we gave Old Rosie a contemporary new look”, said brand manager Tim Williams.
The redesign will be backed by a summer push featuring Somerset band The Wurzels, who released a song about the 1921 Aveling & Porter steam roller ‘Old Rosie’, from which the brand gets its name, on 30 June.
Westons will use the main chorus from the song for a new national radio campaign, airing in July and August on Virgin Radio and Radio X as well as regional stations across the south.
“The Wurzels are a great fit for Old Rosie, with both brands standing for history and heritage,” added Williams.
It comes as sales of Old Rosie grew by 14.3% (£522k) over the past year to £4.1m, on volumes up 17.7% [IRI 52 w/e 25 March 2017].