The proprietor of a village shop, located where the popular Inch's cider was first brewed before being taken over by a national firm, has boldly refused to stock it and instead poured the entire lot down the drain.
Redmond Hanlon, who has managed the local Londis convenience store The Bakery Stores in Winkleigh, Devon for 38 years, is well acquainted with the village's historical connection to the now nationally popular cider brand.
Inch's cider was originally created by a postman named Sam Inch, who launched the brand in 1916. After being handed down to Sam's son Derek, the cider-making site was eventually sold and by the time Bulmer's acquired it in 1996, it had become a multi-million pound enterprise, reports Devon Live.
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The Winkleigh site was shut down two years later, but cider production in the village was revived by determined David Bridgman, who was hired by Sam at just 15 years old. The Winkleigh Cider Company was established and christened Sam's Cider in tribute to its original creator.
David remains heavily involved in the business, but the day-to-day operations are now securely in the hands of Kylie Beardon - David's daughter - and her husband Chris. Sam's Cider has since gained recognition in its own right, having won numerous awards.
So when a shipment of Inch's cider recently arrived at The Bakery Stores, Redmond staged his own demonstration against how the Inch's name was removed from the village.
Redmond, who operates the shop alongside his wife Lin and stepson Ben Kitchen, clarified: "We are an independent store but we use the Londis name and they supply produce to us. We accept from them what is called allocations once a month which is an incentive. They send us things we might like. If you accept then it entitles you to a discount.
"Some we don't like such as American beer and some other things sell very slowly. But Inch's cider is where we have put our foot down because Bulmer's were extremely obnoxious towards the village and it didn't seem like they cared about who worked there and they closed it down."
He continued: "People connected with the Inch's family and local people resurrected it but Bulmers continue to use the Inch's name. We now stock Sam's Cider and other ciders, but the last thing we will do is put Inch's in our shop.
"We only received £20 worth of it so it was my decision to put it down the drain outside the shop as a sign of our objection to them stealing the name from Winkleigh. But I am pleased to say Sam's Cider is doing really well.
"I am not knocking Inch's cider because I have not tasted it. It seems very popular nationwide but there's lots of rubbish that's popular. If we are allocated Inch's cider to the shop again I will do the same. I'm sure it will happen one day."
Pouring the cider down the drain was Redmond's idea, but two eager staff members - Tracey Way and Sophie Osborne - did the task on his behalf. Redmond stands by his actions and said: "We support Sam's Cider."
Kylie, the director of Winkleigh Cider Company, said: "We viewed the video of the staff tipping the 'new' Inch's cider down the drain. Inch's was the second biggest producer of cider in the UK in the mid-1990s.
"A lot of staff were employed from the local village and surrounding areas. Someone either knew somebody who worked at Inch's or had worked at Inch's during their life.
"It had a massive impact on Winkleigh when Bulmer's closed the site in 1998. My father started up the Winkleigh Cider Company in January 1999."
"We have always been supported by the locals and have been throughout our company's lifetime. This is something we have always been very grateful for."
According to the history page of Sam's Cider, the tale of its 'proper Devon cider' began in 1916 when Sam Inch started to make cider at Western Barn in Winkleigh. Apples were paid in lieu of a salary but the following year a glut of apples sent prices tumbling.
Facing potential ruin, Sam borrowed the necessary equipment and made some cider which eventually found their way into the cellars of the White Hart Inn and then other pubs.
However, Sam still considered his cider making as a hobby, his first occupation being a coachman and then a postman. In 1952, Inch's Cider was first poured into bottles with the distribution network expanding through Eggesford station.
The iconic Inch's logo - a gentleman in a tailcoat enjoying a glass of cider with a barrel of brew in the backdrop - quickly became a familiar sight. The company employed many locals, including David Bridgman who joined the team in 1966 at the tender age of 15.
Derek, son of Sam, joined the family business and his marketing prowess led to the distribution of Inch's cider across the UK, Middle East, Europe and the US. Derek sold Inch's in 1988, a time when 25 x 40,000 gallon oak vats stood majestically in the vat houses.
The subsequent owners transformed the company into a multi-million pound enterprise. Over the following years, it put Winkleigh on the map by producing a variety of ciders including White Lightning and Stonehouse.
In 1996, the cider giant Bulmer's purchased the company for a whopping £23 million. According to Sam's website: "The next two years were fairly shaded, profits declined and staff numbers dwindled. Then in September 1998, Inch's (owned by Bulmer's) announced that it was to close the cider making site.
"This was a massive blow for everyone, including locals and staff. All but four of the 100-year-old oak vats were destroyed."
Mr Bridgman, who had been the cider maker throughout all the takeovers, decided to take matters into his own hands. In January 1999, The Winkleigh Cider Company was born.
Bulmer's retained the Inch's name, leaving David unable to use it.
He returned cider making to its traditional roots, producing authentic ciders and Scrumpies under the name Sam's Cider. The four remaining century-old oak vats now hold a place of honour at Winkleigh Cider Company, along with all its history.
Sam's Cider now boasts its own on-site café, The Tallet Cafe. Inch's cider is a product of HP Bulmer Limited, owned by Heineken, who have been contacted for a comment.
