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.
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.