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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