Cornish brand Rattler is the latest cider to expand on the back of the UK cider revolution, with an ambitious campaign planned for 2010.
The cidermakers have promised a mystery new product to complement their Apple and Pear varieties. The product will be some kind of "berry" cider and is to be released in the spring.
Rattler hit the headlines recently after a complaint that its bottle labels appealed to underage drinkers. The complaint was upheld by industry watchdog The Portman Group, which advised under the Group's code of conduct that the Rattler logo should be changed.
In response to the ruling, the Cornish Rattler Snake, which adorned every bottle and was compared to a Teenage Mutant Ninja Turtle, has been removed. Instead a simple, restrained design of a surfboard and sunset is being used. It is hoped that the new design will still evoke the heritage of Cornwall.
David Healey, founder and managing director of Healey's Cyder Farm which brews Rattler said: "We are obviously immensely proud of the Rattler brand and the success that it has seen. It is also a mark of the power and appeal of our Cornish heritage. Many pub owners choose to run Rattler alongside other mainstream cyders as a result of its taste difference, often replacing a lager. It offers a point of difference and real interest at the bar."
The brewers, Healey's Cyder Farm, hope to continue marketing their cyder as a "premium" drink, despite sales rising by 70 per cent year on year. The company will also initiate "a number of sponsorship initiatives" though these are yet to be announced.