The Shepton Mallet Cider Mill, part of C&C Group, has unveiled a new look for its Blackthorn ciders that makes more of their West Country roots.
The new identity has been developed to reflect the craft and quality of the Somerset cider as well as to express the history of the brand that was created by a team of master cider makers in 1972.
To highlight its West Country roots, the Somerset dragon and the words “Somerset Pressed” will now feature prominently on the fonts as well as packaged ciders.
Andy Cross, marketing manager for Blackthorn, said: “As one of the country’s best loved ciders we have re-designed the packaging to reflect the quality and craftsmanship that goes into Blackthorn as well as celebrating our proud Somerset roots.”
To support the brand refresh and communicate its provenance and heritage, The Shepton Mallet Cider Mill will be launching an outdoor media and PR campaign in its Bristol heartland followed by national point-of-sale customer support over the coming months.
In the off-trade, the company has launched a new variant in cans called Black ‘n Black, blending flavours of dark fruits, blackberries and blackcurrants.
The new fonts are pictured with Andy Cross, marketing manager for Blackthorn.
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