HEREFORDSHIRE cider maker Westons has given its premium quality Oak Conditioned range of drinks a facelift.

The company, which is based at Much Marcle, felt that although its red, white and blue labels are instantly recognisable by consumers, after 13 years they were in need of "freshening up".

"The changes have been evolutionary, not revolutionary" said commercial director Roger Jackson. "It was important to maintain product recognition whilst smartening up their whole appearance.

"We have used more of the red, white and blue in the labels to help both the consumer and the landlord identify with the Medium Dry, Extra Dry and Medium Sweet and to enhance their quality image."

Westons, founded by Henry Weston in 1880, celebrated its 125th anniversary last year.

Still an independent, family owned company five generations of the family have been involved in the business, spanning three centuries. Helen Thomas, Henry's great-grand-daughter is managing director, and has two brothers Tim Weston, director and Henry Weston, director, and two sons also in the business.

Last year, Helen became the first lady to chair the National Association of Cider Makers (NACM), a position that she will hold until September 2007.

Westons Oak Conditioned Ciders are made using exclusive and original recipes from traditional varieties of cider apples grown around Much Marcle.

They are fully matured in old oak vats for at least six months where they develop their very special character and flavour.