The new identity has been developed to reflect the craft and quality that cider lovers have come to expect from the Somerset cider, while expressing the history and heritage of the brand.
To highlight its West Country roots, the Somerset dragon and the words ‘Somerset Pressed’ will now feature prominently across the top of each can, as well the Shepton Mallet Market Cross monument across all Blackthorn variants.
Fruit cider is the fastest growing cider category in the off-trade, up 65% in volume over the last year (Neilson Scantrack 24.05.2014 – Total GB). In response to this growing trend, the new variant blends the flavours of dark fruits, rich blackberries and blackcurrants with Blackthorn’s apple cider.
“Fruit cider has prompted an influx of younger drinkers into the cider category,” said Andy Cross. “We knew that by adding a secret blend of fruits from the hedgerow to our distinctive Somerset cider, we would create an ideal product for introducing the brand to a new audience of cider drinkers. We have been overwhelmed by the positive interest in Black ‘n Black and are very optimistic about what it will deliver for the Blackthorn portfolio.”
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