Bulmers' 107-year-old sweet cider Woodpecker has been updated with a radical revamp. "It needed dragging into the 21st century," said brand manager Philip Pick. "Consumers thought we hadn't changed the brand in the last 20 years although it has had at least three redesigns." The woodpecker icon has moved on with each change but is still a central part of the design, and silver has been added to the traditional red of the pack. Despite a poor performing cider market the brand is performing well with volume sales up 11%, but value sales rose only 7% in the same period indicating there is still considerable pressure on prices in the sector. {{DRINKS }}

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