Drink firm axes 'supersize' cider

The company said it wants to promote responsible drinking

Scottish Courage has announced that it plans to scrap its "supersize" three litre bottles of cider.

The company said the move was geared towards encouraging responsible drinking and restoring value to the cider drinks market.

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

Scottish Courage is owned by Scottish and Newcastle which also owns the cider-maker Bulmers.

It said it was going to end its policy of offering 50% extra free on plastic bottles of White Lightning and Symonds Original and 25% extra on Strongbow and Woodpecker.

'Responsible approach'

Keith Hogg, the sales managing director for off-trade, said: "As the clear category leader in cider, we are taking a very responsible step by removing all extra free on our plastic cider packs.

"It is 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."

Mr Hogg said official safe drinking guidelines recommend that adult males drink no more than 28 units of alcohol per week and a three litre bottle of White Lightning contains 22.5 units.