HEREFORD cider-maker Bulmers is to scrap its supersize bottles of the drink in an effort to encourage more sensible consumption.

The firm has announced that it plans to stop producing three litre bottles from next year.

It will do this by axing its policy of offering 50 per cent extra or 25 per cent extra free on bottles of its most popular brands.

Bottles of White Lightning, Symonds Original, Strongbow and Woodpecker will be just two litres maximum from January.

"As the clear category leader in cider, we're taking a very responsible step by removing all extra free on our plastic cider packs," said Keith Hogg, sales managing director for Bulmers parent company Scottish Courage, which is owned by Scottish & Newcastle.

Clergyman

"It's essential that everyone involved in the manufacturing and sale of white cider takes a far more responsible approach.

"Things need to change and people need to think very hard about pack size and pricing.

"One three-litre plastic bottle of white cider contains almost the full recommended weekly alcohol intake for a male drinker."

Research has proven, however, that drunk in moderation, cider can have health benefits.

Results of independent trials show high levels of antioxidants in cider, which can help protect against cancer and cardiovascular problems.

Bulmers started making cider in 1887 when Percy Bulmer, the 20-year-old son of a local clergyman, took his mother's advice to make a career in food or drink, as "neither ever go out of fashion".

Using apples from his father's rectory in Hereford, and an old stone press from the farm next door, he made the cider on which the family fortune would be based.

His elder brother, Fred, joined the fledgling firm. He turned down a job as the King of Siam's tutor to do so. This was taken up by a girl called Anna, which led to the musical, The King and I.