Blackthorn cider relaunched

Gaymer Cider Company is to relaunch its best-selling brand Blackthorn with a new liquid, new packaging and a £1.5m marketing campaign.

The relaunch follows consumer research and is a bid to attract new customers to the brand. Its taste has been made fruitier and more refreshing than the drier former product. Its ABV has been reduced from five per cent to 4.7 per cent.

The look of the fount and packaged product features a new apple tree logo while retaining the 'thorn' design at the bottom of the 'T' in Blackthorn. Text on the packaging has also been changed to stress the product's English and West Country provenance.

The marketing will be concentrated in Blackthorn's South West heartland, where a campaign with the strapline 'Black is Back' will incorporate outdoor and local press advertising, and the cider company's sponsorship of a range of sports teams.

New branded point of sale (PoS) will be rolled out to the trade along with the new fount in April.

An on-trade sampling campaign will take place between March and May in 100 pubs. It will involve a prizes being handed out based on a roulette wheel competition.

Gaymer Cider Company managing director Peter Spencer said: "The improvements made to the liquid and PoS bring Blackthorn more in line with contemporary tastes, stay true to Blackthorn's routes and celebrate its West Country heritage. I believe there is great growth potential for this brand as it broadens its consumer appeal."