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Old Rosie summer campaign introduces new look

Westons Old Rosie has launched its summer campaign with a new look contemporary design to its range.

The updated packaging emphasises the Old Rosie logo and the retro steam roller illustration, to reinforce the brand’s heritage and provenance. It will roll out from July and features across the entire range: in the off-trade, Old Rosie 500ml bottles and 2-litre flagons, and in the on-trade there will be a new pump clip, PoS material including drip mats, bar runners and a new pint and half-pint glass featuring the new design. The new look was designed by Cheltenham-based design agency Brand on Shelf (BOS).

As part of its summer campaign for Old Rosie, Westons has also formed a partnership with the traditional cider and folk band, The Wurzels.

Tim Williams, brand manager for Old Rosie, says: “We are extremely excited to be announcing our raft of summer activity for Old Rosie, the original cloudy cider, with the launch of our new-look packaging, our exclusive partnership with the Wurzels and our national radio campaign.

“We are really pleased with the fresh new design which we’re rolling out across the entire range. Old Rosie’s packaging was last updated five years ago so it was about time we gave it a contemporary new look, while at the same time reminding consumers of the brand’s history and heritage, with the increased prominence of the Old Rosie logo and steam roller.

“The Wurzels are a great fit for Old Rosie with both brands standing for history and heritage and both brands being an integral part of the Great Dorset Steam Fair. The Wurzels have been performing for almost 40 years and have helped the Fair become the largest Steam Fair in the World.

“Likewise, the Old Rosie steam roller has been a permanent fixture at the Fair since its humble beginnings in 1969. It therefore seemed only right that our summer campaign should culminate with the Wurzels performing their new Old Rosie single at the Great Dorset Steam Fair on 25th August.

“Our national radio campaign for Old Rosie will air throughout the summer and is another example of our continued investment into the brand.”

Westons Cider is run by the fourth generation of the Weston family, which has been producing traditional English cider in the Herefordshire village of Much Marcle since 1880.

27 June 2017 - Sam Coyne The Drinks Report, news editor