Gaymer Cider Company is reaping the rewards of Blackthorn's overhaul with storming off-trade sales growth since the makeover.

Since the brand's re-launch in March, its sales volumes have increased by 110% in Tesco, 99% in Morrisons and 66% in Asda, according to Cognos data.

Sales growth looked set to remain strong through the rest of the year, said Peter Spencer, MD of Gaymer Cider Company.

"With a hot summer forecast and the cider market enjoying continued growth, we are expecting even more success for Blackthorn in coming months as it continues to broaden consumer appeal."

The relaunch had been well received in south west England where Blackthorn enjoys "a strong heritage and loyal consumer base".

Gaymers reduced the abv from 5% to 4.7%, gave it a sweeter taste and modernised packaging, supported by a £1.5m campaign, Black is Back.