The company is in the process of confirming listings and will target multiple retailers with an initial 100,000 label run for the 500ml, 5.9% abv limited edition cider, rsp: £1.59.
Product labels have been designed to tie in with the company's Upside Down faces poster ad campaign launched in January. Merrydown aims to produce 12 different design combinations of labels and bottle tops. Faces on labels can be up or down and bottle tops can be black or white, as can the reverse of the label and the company is offering a prize for customers collecting all 12.
A Merrydown spokeswoman said the rolling promotion was intended to raise brand awareness and drive incremental sales across the cider category.