Kopparberg Cider is launching its first major advertising campaign, billing it as "more of the night than of the orchard".

The Swedish cidermaker is kicking off the £3m Find Kopparberg campaign this week with cinema, press, outdoor and online ads.

Kopparberg MD Davin Nugent said it was a challenge to attract a wider audience to the brand without disillusioning "the indie drinkers and opinion formers" who have been drinking the cider since it was launched in 2006.

"Kopparberg is a brand that has been truly discovered by its consumers rather than being driven by a series of heavyweight advertising and marketing campaigns," said Nugent.

The campaign also includes the Kopparberg Klash a series of five competitive events celebrating alternative music, photography, style and film held in partnership with Vice magazine.