By adding Pear Cider with Raspberry and Pear Cider with Cherry & Apple flavour to the range, owner C&C Group is hoping to capitalise on the growing fruit-flavoured cider market.
Available this month, new bottle packaging is designed to convey the “bold nature” of the brand, targeted at up-tempo social occasions.
The relaunch, which uses the strapline ‘Live it Louder with Flavour’, is supported by festival sponsorship and digital activity.
Gaymers Cider marketing manager Victoria Walker said: “Following extensive research and trial we are really pleased with the results and are very excited about the rebrand and delicious new flavours.
“We believe that it brings to life the personality of the brand while maintaining Gaymers’ distinct heritage and quality taste.”
Walker added: “We are excited about the journey ahead and are looking forward to consumers and fans joining Gaymers to ‘live it louder’ with flavour, music and, of course, festivals.”
C&C Group recently called 2011 a “transitional year” for Gaymers after sales across all channels fell by 22%.
In the on-trade, CGA Strategy recorded a 19.7% sales dip for Gaymers draught (MAT to 21 January 2012), but in packaged, it rose by 26.4%.