Gaymers disappointed by Blackthorn backlash

The Gaymer Cider company said it is "disappointed" by the backlash from Blackthorn drinkers in the brand's Bristol heartland who have slammed the recently reformulated drink for being less dry and "tasting more like Strongbow".

Advertising hoardings in the area have been defaced, replacing the "Black is Back" slogan, and local landlords are threatening to stop stocking the brand unless it returns to its previous dry taste.

However, brand owner Gaymer Cider Company says, according to internal sales figures, it has exceeded its expectations for March and is "extremely pleased with the success of Blackthorn since its relaunch".

Managing director Peter Spencer said the company had asked hundreds of Blackthorn drinkers in the Bristol area to help it develop the new taste before its £1.5m relaunch last month.

"We wanted the new taste to both win the respect of loyal Blackthorn fans and appeal to new cider drinkers," said Spencer. "While we are disappointed that a minority have responded negatively, the majority of our customers prefer the new taste and look of Blackthorn and have very much welcomed the change."

The company says it is aware that some of its advertising posters in Bedminster have been damaged and is in the process of replacing them.

Blackthorn's revamp was an attempt to broaden the brand's appeal outside of its South West Heartland. It was made "mellower and more refreshing" and the abv was reduced from 5% to 4.7%. New packaging promoted the fact the brand was still made from English cider apples in the West Country.