Aspall pours £1m into rebranding

Aspall is to spend more than £1m on revamping the branding for its premium four-strong range of Suffolk ciders.

New label designs will be unveiled this month in both the on and off-trade and the green glass bottles are being replaced with amber ones. The new bottles feature a larger and less cluttered front label.

To tap into consumer trends the bottles will also have a wrap-around neck label emphasizing the cider's 100 per cent apple juice content. The Aspall knight logo will also feature on the neck and new black and gold cap.

Perronelle's Blush and Aspall Draught Suffolk Cyder will now be available in 330ml size bottles for on-trade. The new bottle will have the same design as the 500ml bottles but its shorter height will make it easier for licensees to store in the fridge.

Aspall commercial director Geoff Bradman said: "Although evolutionary rather than revolutionary, we have spent a good deal of time designing our new contemporary-looking packaging and are delighted with the final result.

"The cleaner-looking front label is much easier to read and we were careful to ensure that the redesign enhances the communication of the brand's quality and premium credentials."

Point-of-sale material, including coasters, tent cards and posters, is available for Perronelle's Blush and Aspall Draught.

Heavyweight wooden framed parasols will also be made available for selected on-trade customers.