Gaymer Cider Company is to relaunch two of its brands in order to capitalise on what it claims is growing demand for diversity within the cider market.
Addlestones and Gaymer's Orchard Reserve, up-market brands within the Gaymer range, are being given new packaging to differentiate them from other products in the portfolio.
The group claims that cider consumers, many of whom were tempted into cider by the booming over-ice market that emerged in 2006, are now starting to habitually drink a wider repertoire of products, including premium variants. The premium sector is growing at three times the rate of the total cider market, according to Nielsen.
The two varieties of vintage cider Gaymers Orchard Reserve are both now available in 500ml formats, rather than the former 750ml bottles. Their labels will feature orchards and cider barrels and the emblem 'Premium Gaymer's Collection'.
Cloudy cider Addlestones will retain its dark glass bottle, but the new packaging will focus on the 'cloudiness' of the liquid.
Gaymer Cider Company managing director Peter Spencer said: "We have found through our research that choice is very important in the premium cider sector and through the relaunch of Addlestones and Gaymer's Orchard Reserve, we will be able to provide licensees with a complete premium cider offering."