New look for Westons' Old Rosie cider

02-Aug-2012 - Last updated on 11-Mar-2017 at 20:43 GMT

Westons' 1921 Aveling and Porter steam roller features heavily on the redesign

Westons is to give its Old Rosie brand more “personality” in an attempt to broaden the cloudy cider’s appeal.

New product packaging, claimed to give the cider brand a stronger image while reinforcing its heritage, features Westons’ own cherished Old Rosie 1921 steamroller throughout.

The revamp is based on research canvassed from both Old Rosie drinkers and real ale drinkers, the cider producer said.

Westons head of marketing Ian Lewis said: “Old Rosie is named after our much loved 1921 Aveling and Porter steam roller. However, the personality of a cider named after a steam engine was not really coming through, so we embarked on a product review.”

Lewis added: “What we now have is a range of Old Rosie bottles and pump clips bursting with personality that will appeal to both Old Rosie loyalists as well as real ale drinkers who will also drink cider.”

The Old Rosie rebrand will make its debut appearance at next week’s Great British Beer Festival, where Westons will be the first ever cider company to have a brewery bar.

Old Rosie cider is the holder of three Campaign for Real Ale gold medals.