Cider brand Bulmers has introduced a brand new look and bottle shape.
The striking new design and 500ml bottle draws on the brand's heritage and orcharding credentials, clearly heroing the apples, alongside a revamped logo and bold labels.
Bulmers' new design reflects the founders' Fred and Percy's pioneering attitude to cider, as well as providing quality cues.
The relaunch of Heineken's packaged cider will help to drive value in the category and build retailers' businesses by commanding a premium price.
Speaking on the new design, Emma Sherwood-Smith, cider director at Heineken, said: “We're clearly calling out Bulmers' 130 years of cider-making expertise. We continue to push the boundaries of cider, with our new look, our consumer marketing and our associations through music, partnerships and festivals.
She went on to say that the cider shelves are getting more competitive, adding that "it's right" that the packaged cider brand should "stand out" on the shelf.