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Ye Olde English 1770 Marks Rebirth of Cider Icon

Ye Olde English 1770 Marks Rebirth of Cider Icon

Press release – 20 June 2014

Brand refresh for Ye Olde English 1770 and Cider

The Shepton Mallet Cider Mill team has unveiled a brand refresh for its Ye Olde English cider (4.5% ABV) along with the launch of Ye Olde English 1770 (6% ABV), a premium variant of the famous brand, created to celebrate its rich heritage and meet the growing demand for premium ciders with genuine English heritage and provenance.

The refreshed branding and packaging continues to evoke the essence of Timeless Englishness that Ye Olde English is well-loved and recognised for, while giving the product a more premium look and added stand out on shelf.

The new look coincides with the launch of Ye Olde English 1770 into the off trade, a premium variant of the iconic cider brand. The name is a homage to the master cider makers who are believed to have first produced cyder in 1770. Confirmed stockists include Bargain Booze and Iceland, with the product available on shelf imminently.

David Caffrey, Marketing Manager for Ye Olde English, commented: "We see this as a rebirth of an English icon. With an increased interest in the traditional values of cider, we wanted to remind consumers of the heritage and craft behind Ye Olde English and the new branding reflects this. Ye Olde English has strong brand loyalty amongst our customers and we’re confident that the launch of the new 1770 premium offering will not only appeal to the traditional values of existing buyers, but will encourage new consumers who are looking for genuine English heritage and provenance.

Ye Olde English is a traditional medium dry cider using a unique blend of English dessert and cider apples to deliver its well-loved, deliciously refreshing taste. Originally developed in 1939 for the American market, it was never shipped out due to the outbreak of the Second World War. Instead it was launched in the UK and quickly grew to be one of the country’s best loved ciders.

 

ENDS

Hi-res product images and further comment are available.

Please contact: Chris Bone / Stephanie Robertson Stripe Communications, sheptonmallet@stripecommunications.com, 0131 526 3076

The Shepton Mallet Cider Mill is a trading division of the C&C Group PLC, and is responsible for the sales and marketing of the following brands: Blackthorn, Ye Olde English, Ye Olde English 1770, Addlestones, Natch, K, Red C, Taunton Traditional, Special VAT, Chaplin & Cork’s, Montano, Bag in Box and the Shepton Cider Hog.

www.sheptoncider.co.uk

Ye Olde English (4.5% ABV) is available for the on trade in 50ltr kegs and a wide range of pack formats for the off trade.

Ye Olde English 1770 (6% ABV) is available to off trade customers in 440ml & 500ml cans.

For on and off trade enquiries please contact 0845 601 5959.