The new look represents the first redesign in 14 years and is described as a “gentle evolution of the brand”, by Barry and Henry Chevallier Guild, the brothers who run the family-owned business.
“The design is about reflecting our heritage but with a contemporary edge,” they said.
As part of research for the project the family discovered that the Aspall script used on the labels is unique and has now commissioned a typographer to create an Aspall font.
The new bottles and draught badges will be unveiled in May, alongside a redesigned website and new ciders, which will include a 4% ABV version.
Lower ABV
Aspall 4% will replace Lady Jennifer’s, the existing lower ABV cider in the line-up, which was launched in 2011. The new variant is not as sweet and has more body, they said.
It will be available in bottle and on draught and is aimed at festivals and outdoor summer drinking occasions, positioned as a more “sessionable” product.
The company is also working on a still, cloudy cider for launch later in the year and is looking to its 300th anniversary in 2028. It has already completed a multi-million pound round of investment last year, with a further £1m planned for this year as it looks to double capacity.