Westons Old Rosie, the original cloudy cider, is launching its summer campaign by introducing a fresh new look.

The updated packaging makes more of 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.

As part of its summer campaign for Old Rosie, Westons has also formed a partnership with the most iconic and traditional cider and folk band, The Wurzels, who are launching a new single which tells the story of the infamous 1921 Aveling and Porter steam roller ‘Old Rosie’, which will be released on June 30. The brand’s new video also features the iconic engine based at Westons Cider Mill in Much Marcle, Herefordshire.

Westons has used part of the main chorus from the single to form a new national radio campaign, which will air in July and August on Virgin Radio and XFM as well as on regional stations in the key southern counties.

Tim Williams, brand manager for Old Rosie, said: “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 August 25.”

Category data shows that Old Rosie is performing very strongly, with a value growth of 21% and volumes up 25% in the off-trade (12 weeks ended 20 May 17, IRI data). Similarly, in the on-trade Old Rosie has enjoyed volume growth of 12% over the last 12 weeks (CGA strategy P4 2017).

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.