Gaymer is introducing a 4.5% ABV Original Cider and a premium 6.8% Orchard Reserve, and is up-dating its 5% Addlestones cloudy cider. Consumers will be encouraged to drink them over ice as Gaymer sets itself up in opposition to Scottish & Newcastle's Strongbow and Magners.
The Original variant will be the first to be promoted, with a £3m TV ad campaign by Unity pitching the drinks at the 'maturing alcopop generation'. They will be sold in 750ml, 568ml and 330ml bottles.
The Orchard Reserve will target the growing number of consumers interested in the provenance of their food and drink, listing the orchards where the apples were grown.
The investment is the first since John Mills was appointed managing director of Gaymer late last year, joining from Grants of St James Wines, where he was also managing director.
The Gaymer Cider Company is the second-biggest cider maker in the world.
Its other brands include Blackthorn and Diamond White.
.jpg)
.jpg)