Blackthorn Reserve

C&C Brands is overhauling its Blackthorn Cider range in an effort to reposition it as a more premium product.

The flagship 4.7% abv Blackthorn cider will now be known as Blackthorn Gold, which C&C said reflected “the smooth, golden taste cider drinkers have come to expect”. The new packaging retains the design elements of the current cans and bottles.

C&C is also introducing a new variant, 5.5% abv Blackthorn Reserve, which will be available in a two-litre PET bottle, replacing the ordinary two-litre Blackthorn SKU.

There are two other variants that remain unchanged: 5% abv dry cider Blackthorn Dry, and 4% abv dark fruit flavour Black ‘n Black.

“We are excited to introduce Blackthorn Gold and Blackthorn Reserve PET to the range,” said brand director Andy Cross. “Blackthorn is an iconic English cider, and we have worked hard to ensure that the new packaging and branding maintain the brand’s connections to its West Country provenance, while reflecting its superior quality.”

Blackthorn’s sales last year were down 11.2% to £7.74m [Nielsen 52 w/e 11 October 2014].