£1.5m Relaunch for Blackthorn

Gaymer Cider Company has announced a major £1.5 million relaunch for its best selling cider, Blackthorn. The UK’s number 4 cider, will have a contemporary new look and improved taste designed to widen consumer appeal and increase market share. 

The relaunch follows months of rigorous research amongst both Blackthorn loyalists and potential new consumers, says the company.  

The new and improved liquid is still made from English cider apples and retains Blackthorn’s distinctive crisp, dry taste, however, it is now mellower and more refreshing. Its enhanced aroma is characteristic of traditional cider apples and complemented by a longer, clean, refreshing finish and its abv has been reduced from 5.5% to 4.7% in line with consumer and industry trends.

Available in all channels now, the new packaging design features an updated and modernised typeface but retains the distinctive ‘thorn’ at the bottom of the ‘T’. The new apple tree icon, English cider apple quality seal and West Country tagline all combine to reinforce the message that Blackthorn is made from English cider apples in the West Country and increase relevance to target consumers.

Marketing support for the relaunch is focused in the South West where Blackthorn enjoys a strong heritage and loyal consumer base. The campaign theme ‘Black is Back’ heralds a new era for Blackthorn and is supported by the strapline ‘refreshingly new, distinctively Blackthorn’. The campaign will be integrated across outdoor advertising, high profile sponsorships of the region’s favourite sports teams, new POS and significant sampling activity throughout the West Country. 

Peter Spencer, Managing Director of Gaymer Cider Company, says: 'Blackthorn is our biggest cider brand, selling 1½ pints per second. The improvements made to the liquid and packaging design bring Blackthorn more in line with contemporary tastes, stay true to Blackthorn’s roots and celebrate its West Country heritage. I believe there is great growth potential with this brand as it broadens its consumer appeal.'

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