British Cider House Rules in £24m Ad Campaign

07 February 2006

   A British cider-maker has announced plans to spend £24 million ($42m; €35m) over the next twelve months to promote its Gaymer brand range within the UK - an unprecedented sum for a cider company.
    Parent Constellation Brands, whose cider portfolio also includes Blackthorn, Diamond White, K, Red C, Special VAT and Addlestones, has invested heavily in Gaymer's after a significant period of marketing inactivity.
    The campaign, which aims to regain market share from rival Magners, will focus both on the on-trade (licensed premises) and off-trade (take-home). It will also be used as a launch platform for three new Gaymer packaged ciders.