Gaymers launches three premium ciders
Gaymer Cider Company has launched three premium packaged ciders, supporting them with a £24m marketing budget.
Gaymer's Original, Gaymer's Orchard Reserve, and Addlestones (a packaged version of the draught cloudy cider) have all been designed with the hope of raising the image and profile of cider on the back of phenomenal growth in the sector.
John Mills, Gaymer's managing director, said the company aimed to create a more upmarket brand, targeting women who are growing out of RTDs.
"Cider is the fastest growing market in the drinks sector," he said. "On-trade sales are actually rising faster than the off-trade.
"For the first time in five years cider has overtaken RTDs. They were the chosen drinks of a whole generation, and their decline has seen opportunities for a whole new market."
Of the £24m Gaymer - part of global drinks giant Constellation - plans to invest, £6m will be spent on consumer advertising, £8m on point-of-sale material and £10m on promotions. Mr Mills said the investment was the business' "most significant in more than a decade".
"Over the years we really took our eye off of the cider market," he said. "We became a wine company that did a bit of cider, and our sales suffered."
Gaymer's Original will receive an initial investment of £3m for its launch campaign, which will include TV advertising.
However, Mr Mills rejected the accusation that the brand was simply copying Magners' formula for success in the market, which has largely come from serving the drink over ice.
"It would be remiss of me not to say that Magners has done an amazing job," he said. "Are we trying to copy Magners? No, but we do suggest serving ice-cold. I think if you recommend serving only 'on ice', then obviously if you run out of ice, people won't want to drink it."
Mr Mills also added that Gaymer will be withdrawing its sponsorship of Bath rugby team this year, and reinvesting that money into consumer advertising for Blackthorn. He said that advertising will receive "more expenditure this year than in the last four years combined".
