Shepton Mallet Cider Mill has refreshed the packaging of its Addlestones cloudy cider range.

Running across the entire brand and pos materials, the new look aims to retain the original logo that is recognised by consumers but also appeal to experimental drinkers looking to explore the craft category.

Addlestones marketing manager David Caffrey said: “We know there is a very strong and loyal following for the brand, and we believe that the new brand presentation will encourage new consumers to discover it for the first time. This contemporary take on a classic craft cider will improve stand out in the fridge, and on the shelf, while staying true to our West Country roots.

“Our plans for 2014 will include up weighted investment in trade and consumer activation to build on the launch to help to drive the specialist cider category.”