The new look coincides with the launch of Ye Olde English 1770 into the off-trade, a premium variant of the cider brand. The name is a homage to the master cider makers who are believed to have first produced cyder in 1770.
“We see this as a rebirth of an English icon,” said marketing manager David Caffrey. “With an increased interest in the traditional values of cider, we wanted to remind consumers of the heritage and craft behind Ye Olde English and the new branding reflects this. Ye Olde English has strong brand loyalty among our customers and we’re confident that the launch of the new 1770 premium offering will not only appeal to the traditional values of existing buyers, but will encourage new consumers who are looking for genuine English heritage and provenance.
Ye Olde English was originally developed in 1939 for the American market, but was never shipped out due to the outbreak of the Second World War. Instead, it was launched in the UK and quickly grew to be one of the country’s best loved ciders.
© FoodBev Media Ltd 2024