Rocketing sales of Shloer have helped keep Merrydown on track, chief executive Nigel Freer reported this week. The East Sussex company has pumped £1m into promoting the brand this year and Freer said: "Volumes have been extremely good and sales have been rocketing." The support behind Shloer was the main reason for the company reporting a pre-tax loss of £420,000 for the six months to the end of September. This was on turnover up 10% to £8.05m. Freer said the company's cider business had been affected by the pile it high sell it cheap' mentality of the sector. "We are concentrating on more targeted promotions and this has had a short term effect on volumes in the wholesale sector. "In major multiples we have repositioned Merrydown Vintage at £1.99 ­ down from £2.49 ­ and this has led to volume growth," he said. {{NEWS }}