Bestway relaunches high-strength Ace Cider to move away from ‘negative and unhelpful’ white cider label

Bestway Wholesale has revamped its strong cider by brand by removing the word ‘White’ from White Ace and rolling out a new design.

Ace Cider will be available in 500ml cans, as well as 1l, 2l and 3l bottles, but will no longer come in price-marked packs.

The move follows consumer research by supplier Aston Manor, which surveyed 400 high-strength cider drinks, and found that 93% of them view the term ‘white cider’ as negative or unhelpful.

Roopinder Toor, Bestway Wholesale licensed trading director, said: “The removal of price-marked packs gives retailers the flexibility to price according to the needs of their store and be fully compliant with Minimum Unit Pricing which comes into effect in Scotland on 1 May.”

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