Sheppy’s has ploughed £100k into a major rebrand and range review designed to cement the Somerset producer’s premium positioning.

The cider maker has cut four varieties from its core range and introduced new Original Cloudy Cider, leaving its portfolio with seven SKUs, for which it has created a new identity.

As well as the new Original Cloudy Cider, its range now comprises 200 - Special Edition Cider, Classic Draught Cider, 2016 Vintage Reserve, Kingston Black Cider, Dabinett Apple Cider, and Cider with Raspberry (rsp: £2.09-£2.50). The ciders’ abvs range from 4.5% to 7.4%.

Labels now feature artwork playing on the brand’s 200-year old heritage as well as managing director David Sheppy’s signature for a “personal touch”.

“With the trend for premium cider in growth, it fuelled the need for a brand refresh that reinforced our premium positioning - and a streamlining of our core range for added clarity,” said David Sheppy.

“When we say we craft real premium cider, we mean it - and we wanted to convey that too. The result is a portfolio of seven real ciders with a look that remains firmly rooted in our heritage, yet created for today’s increasingly knowledgeable and discerning drinker.”

The new look SKUs will be rolled out from mid-May onwards. Sheppy’s is currently listed in Waitrose, Tesco, Sainsbury’s, Booths, M&S and Whole Foods Market.