The relaunch follows months of research amongst both Blackthorn loyalists and potential new consumers.
The cider is, according to Gaymer, ‘mellower and more refreshing'. Its ABV has been reduced from 5.0% to 4.7% in line with consumer and industry trends.
The revamped design features an updated and modernised typeface but retains the ‘thorn' at the bottom of the ‘T'. The new apple tree icon and West Country tagline and English cider apple quality aim to reinforce the message that Blackthorn is made from English cider apples in the West Country and increase relevance to target consumers.
Branded point-of-sale material including beer mats, drip trays and glassware complete with English cider apple quality seal that will be rolled out with the new fount from early April. This will coincide with its sale in supermarkets.
Marketing support, in the form of outdoor and regional press for the relaunch, is focused in the South West where Blackthorn enjoys a strong heritage and loyal consumer base. The campaign theme is ‘Black is Back'.
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