The thriving UK cider market is set to be boosted by a £24m investment and three new products from the Gaymer Cider Company.
Constellation’s Gaymer Cider Company, the producer of Gaymer’s Olde English brand, has launched three new premium bottled ciders, which will be supported by marketing activity and an investment in its cider portfolio overall.
The Gaymer Cider Company - formed in October last year following the merger of cider company Matthew Clark and the European division of Constellation Wines in 2004
- is headed up by MD John Mills. He said: “While we have years of cider experience behind us, we haven’t previously had the focus or the investment available. When Constellation got involved it was predominantly a wine company and we took our eyes off cider a bit. However, last year we decided to carry out a lot of research and develop some strategies.”
The launch includes the 4.5% abv Gaymers Original Cider, positioned as a light and clean tasting drink. It will go on sale as a four-pack (rsp: £3.79) or in pint bottles (rsp: £1.69) over the next two weeks through various off-trade retailers.
The company has also launched the 6.8% abv Orchard Reserve cider (rsp: £2.49) after a trial last year, and the product is now on sale in Sainsbury. Two further single varietals will join the brand in March.
The third launch will be the 5% abv Addlestones cider (rsp: £1.99), created to provide consumers with an alternative to premium ales.
Mills said the company would also be investing in Blackthorn cider with advertising paid for by the money it saved by ending its sponsorship of Bath Rugby club. “It will be more than we have spent on Blackthorn in the last four or five years.”
Sonya Hook