THE apples and ice combination has enjoyed a resurgence in recent years — but people in Exeter relished the chance to enjoy traditional scrumpy at the launch of the first Best of the West Cider Festival.

The drink, which has become synonymous with the region because of its huge number of cidermakers, has been given star billing at a number of JD Wetherspoon pubs in Devon.

And there was a fanfare to launch the festival at the Imperial in New North Road.

Exeter Morris Men "ran riot" around the pub and there was a talk from the owner of Thatchers Cider on the cider-making process — with samples being offered, of course.

Imperial manager Paul Dixey said: "It was a great way to kick off the festival and there was a brilliant atmosphere."

The festival, which runs until next Monday, offers 12 ciders on draught including Gray's Devon Cider, and two new bottled varieties.

Yesterday there was a family fun day featuring live music in the garden, including a performance from reggae legends Aswad.

Cider has been growing in popularity over the last two years, which has been put down to the marketing of drinks such as Magners and Bulmers as summer refreshment.

Mr Dixey said: "The popularity of cider has been on the increase and represents about 35 per cent of our drink sales at this time of year.

"We have been running the Real Ale Festival for many years and thought it was about time we did a cider one.

"It does especially well in the summer with its cool refreshing and fruity flavour, and has replaced the market for drinks such as WKD Blue and Smirnoff Ice that don't really sell so much any more.

"The resurgence of cider has been due to the marketing of brands like Magners and Bulmers, but it is nice to try a cider that is not so gassy, but flat and fruity.

"A lot of it is produced in the South West and the festival is a good opportunity to build up relationships and support local businesses."

Mr Dixey said clientele at the festival had included some "cider boffins" and appreciation societies. as well as many students and families — but there had also been some recent converts.

"We had CAMRA [the Campaign for Real Ale] here for their monthly meeting and some of them were trying out the ciders so there are undoubtedly some converts out there," he said.

Those who attended certainly seemed to be enjoying the choice on offer.

Mike Daniel, of Newton Abbot, who was on his retirement do after finishing work at the post office in Sowton, said: "I have tried the strawberry one, which is quite nice. I always say proper cider drinkers don't drink fizzy cider.

"Old Rosie is a good one and Cornish Rattler is always a favourite. It is a great idea to celebrate local ciders.