Westons is overhauling its organic cider portfolio with a lower abv variant, smaller bottle formats and an on-pack promotion.

The Premium Organic 2.5% Light Cider, available from next month (rsp: £2.29 per 500ml), would plug a gap for a "premium-quality brand" with a lower mid-range abv, said Roger Jackson, commercial director at Westons. "Many bottled ciders have three or more units and women cannot drink the whole bottle without going over daily guidelines."

The organic range will also come in 330ml bottles (rsp:1.74) from next month and the entire organic menu gets a 300,000 on-pack promotion from next week. The Living Orchards, initiative with The Wildlife Trusts offers tokens that can be swapped for gifts or donations to the charity.

Westons is also giving its traditional ciders a "fresh new look" to create consistency across the range, said Jackson.

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