Crafty relaunch for 'secret' Old Rascal

11 July, 2008

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.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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