Crafty relaunch for 'secret' Old Rascal
Somerset cider producer Thatchers is relaunching a brand it describes as its "best kept secret".
Old Rascal is an oak-aged cider, named after a fox that used to pilfer apples from the company's cider store under the cover of darkness.
Managing director Martin Thatcher said: "Old Rascal is a fine, bittersweet cider, produced from some of Somerset's best cider apples
- dabinett and redstreak
- and made from a traditional Thatchers recipe."
He added that it was a session cider "full of flavour and a West Country apple bite ".
The brand is being repackaged in Thatchers' "fridge-friendly" and lightweight 50cl bottles introduced this year, and the story of the fox features on both the packaging and new POS.