Thatchers is putting its 2008 Vintage Cider in a smaller bottle to encourage impulse buys.

It will now be available in 500ml bottles (rsp £1.69) as well as the original 750ml (rsp £2.19) with the label revamped to highlight its Somerset heritage.

"Our customers have told us how important the origin of our ciders is, so the new label strengthens the core message that it's a traditional cider crafted from English apples," said Martin Thatcher, MD. "The 500ml bottle will help drive trial purchase before customers move up to 750ml."