Blackthorn Celebrates its Somerset Roots With a Fresh New Look
The Shepton Mallet Cider Mill has announced that one of the country’s best loved ciders, Blackthorn, will undergo a brand refresh alongside the launch of an exciting new variant for the off trade, Black n’ Black, in response to the growing fruit cider trend.
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. The story goes that in 1972 a crack team of master cider makers were tasked with crafting a cider to beat all others and after months of blending the much loved Blackthorn cider was born.
To highlight its proud West Country roots, the Somerset dragon and the words ‘Somerset Pressed’ will now feature prominently across the top of each can as well the historic Shepton Mallet Market Cross monument across all Blackthorn variants.
Andy Cross (pictured), Marketing Manager for Blackthorn, comments: “As one of the country’s best loved ciders we have re-designed the packaging to reflect the quality and craftsmanship that goes into Blackthorn as well as celebrating our proud Somerset roots. We have also introduced a pressed script style on the packaging to represent the way we press our cider, while both a reverse face and a front face bring the rich story behind the brand to life.”
To support the brand re-fresh and communicate its provenance and heritage, The Shepton Mallet Cider Mill will be launching an outdoor media and PR campaign in its Bristol heartland followed by national point of sale customer support over the coming months.
Meanwhile, to coincide with the new look and responding to consumer demand for flavoured cider, the brand has launched a new canned fruit variant for the off trade called Black ‘n Black (4.7% ABV).
Fruit cider is the fastest growing cider category in the off trade, up 65 per cent 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 distinctive apple cider.
“Fruit cider has prompted an influx of younger drinkers into the cider category” adds 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”
