The Yowler conducts the centuries old ceremony of wassailing, where bad spirits are driven from the orchard and good ones are welcomed in. At dusk a cup is shared amongst the gathering crowd to celebrate the new blessed crop of apples. The Kent Cider Company's Yowler is a dark and fruity, sparkling apple cider celebrating this blessed crop. Sand Creative worked with the Kent Cider Company to widen its consumer base, by creating a new cider that would appeal to a younger, more discerning drinker who wanted an alternative to the main stream offerings. After the successful launch of Yowler 3 more ciders were created that each celebrate a different pagan festival. The designs are design deeply symbolic and inspired by the pagan wheel of life, ancient traditions, seasons and celebrations.