Aspall refreshes cider range with £1m campaign

LONDON - Suffolk-based cider brand Aspall is launching a £1m marketing campaign to support the rollout of a new packaging design.

Aspall: £1m push to support new packaging design
Aspall: £1m push to support new packaging design

The brand is replacing its green 500ml bottles with amber-coloured glass, featuring a larger, simplified label design. A new wrap-around neck label carries the claim: "Made with 100% apple juice," while government health and sensible drinking messages are displayed on the back.

As part of the refresh, the Perronelle's Blush and Aspall Draught Suffolk Cyder variants will now be available in a 330ml bottle size. The brewer is rolling out new point-of-sale marketing material to promote the new serving.

Aspall commercial director, Geoff Bradman, said: "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."