For every North Korean ballistic missile-style product lift-off, there's an awkward 'failure to launch' fizzle .

This week, Gaymers was facing unrest in the west after revolting locals - locals in revolt, that is - slammed the 'improved' taste of once-notoriously dry cider Blackthorn.

Furious scrumpers have even been defacing Blackthorn poster ads.

Gaymers reckons only a minority are complaining - a few bad apples, if you will. But it illustrates the dangers of ignoring your, ahem, core audience.