Bulmers insists Strongbow is going from strength to strength as it unveils a makeover for its flagship cider brand.
The restyled design gives a sharper image, and black and yellow colouring has been joined by green.
The trademark arrow has been retained although it has been softened since its more prominent days in the archer's bow.
Lisa Merrick, brand manager at Bulmers, said: "We have created a real visual icon for the brand which will take Strongbow forward in its bid to be a major force in the long alcoholic drinks market."
The brand is the eighth biggest selling long alcoholic drink and value sales were up £7m to £70m in the year to June [ACNielsen MAT].
Details of the new look come a week after the company announced a £8m investment in the brand.