Blackthorn £1.5m overhaul

Blackthorn cider is set to undergo a major overhaul to include an improved flavour, reduced abv and a new look.

Gaymer Cider Company is investing £1.5m to relaunch the cider brand, in a bid to widen its consumer appeal outside of its South West heartland.

The revamped liquid is still made from English cider apples and retains Blackthorn's crisp and dry taste, but the flavour is now mellower and more refreshing, according to the company. In addition, the abv has been reduced from 5% to 4.7% in line with consumer and industry trends.

The new fount design for the cider features an updated typeface while still maintaining the distinctive 'thorn' at the bottom of the 'T'. The new apple tree icon and West Country tagline, in addition to the revamped flavour, aim to reinforce the message that Blackthorn is made from English cider apples in the West Country.

Blackthorn is out biggest cider brand and the number one cider in the South West on-trade, selling 1.5 pints per second, said Peter Spencer md of Gaymer Cider Company. "The improvements made to the liquid and POS bring Blackthorn more in line with comtemporary tastes, stay true to Blackthorn's roots and celebrate its West Country heritage."

Marketing support for the relaunch will feature a campaign with the theme 'Black is Back', supported by the strapline 'refreshingly new, distinctively Blackthorn'. New branded POS including beer mats, drip trays and glassware will be rolled out with the new fount from early April.

An on-trade sampling campaign will take place from this month until May, including customised 'Back the Black' roulette tables which will allow consumers to win branded Blackthorn gifts.

"I believe there is great growth potential with this brand as it broadens its consumer appeal,"said Spencer.