All the hallmarks of the Dunkerton branding are there.

The bold orange print on a dark blue label, with the latest trends adhered to.

But this wasn't the launch of a new range of Superdry clothing, this was the unveiling of a new range of cider.

Because before Julian Dunkerton got into clothing, the family name was best known for producing organic cider.

And last night a new product was launched by Dowdeswell-based Dunkerton's Organic Cider that is a nod to the latest trends.

Bean Benson, managing director of Dunkerton's Organic Cider said: "Our new cider, called Craft is made with our blend and with a bit of Foxwhelp apple added to make it a bit drier and more acidic.

"It's a lower alcohol. Most of our other ciders are six or seven per cent alcohol, but this one is five per cent, so a bit weaker and I certainly enjoy having a can of craft."

The fact that it's produced in cans as well as bottles is a nod to the ever-growing craft beer scene that is seeing microbreweries producing their drinks in increasingly radically-designed tins.

Dunkerton's have one of the best branding experts in the country on their books in the Superdry founder and Mr Benson said that he had been heavily involved in the branding process.

"The craft beer market is moving towards beer in cans, so we've decided to can our cider," he said. "We've had great feedback about it so far.

"Julian is in charge of our branding, he's the expert on that. I've made the cider and had a bit of an input into that brand, but it's generally down to Jules."

The launch was attended by around 50 invited guests at Dunkerton's base next to the Dowdeswell Reservoir on the A40 just outside Charlton Kings.