A new, lower-alcohol version of the popular Rattler “cyder” is to be launched at the Boardmasters music and surf festival in August.
The new 4% Rattler has been developed by Healey’s to complement the existing range of Rattler Original (6%), Pear (4%) and Berry (4%).
It will initially be available on draught, with 500ml bottles coming in 2014.
The launch coincides with a new sponsorship deal which will make the Rattler range the official cyder poured at the Boardmasters festival from August 7 to 11.
Joe Healey, commercial director at Healey’s, said: “We are really excited that Rattler will be the official Cyder partner at Boardmasters festival.
“The vibe at Boardmasters is exactly what Rattler is all about: Cornwall, the beach, surfing, music, sunsets, and good times with friends. At Healey’s we have always loved the Boardmasters festival so it seems like a natural partnership.”
A second generation family-run business, Healey’s is based at Penhallow near Perranporth beach, just a few miles down the coast from the Boardmasters festival sites at Watergate Bay and Fistral Beach.
Popular for its crisp flavour, sales of the 6% ABV Rattler Original have almost tripled over the last three years. In response to popular demand Healey’s was looking to launch a draught cyder with a lower ABV specifically for festivals and the on trade.
The new 4% Rattler comes soon after a rebrand earlier this year. The Rattler range is named after a variety of Cornish apple, The Rattler, and the new branding featuring an apple illustration that incorporates the Rattler “bite” builds on this association.
Joe Healey added: “We recognise that on some occasions people might want to enjoy a cyder with a lower percentage of alcohol. Rattler has become so popular over the last few years and we wanted to be able to bring that to the festival experience.
“We ran sampling of Rattler 4% at this year’s Royal Cornwall Show in June and the feedback was incredibly positive. Now we can’t wait to launch it at the festival.”
Boardmasters is Cornwall’s largest festival and features the best of beachside living with surfing, BMX and skateboarding competitions alongside live music. This year the event is headlined by The Vaccines, Basement Jaxx and Ben Howard.
Rattler 4% will also be available on draught at select pubs across the South West and at the Eden Project’s Eden Sessions.
Foodies South West 