Olde English gets £500,000 spend

Gaymer Cider Company has invested £500,000 in Olde English cider to help develop the brand in the mainstream cider market. The investment has paid for a packaging redesign and will support marketing activity during 2007.

John Mills, managing director of Gaymer's, said the new design gave the brand a more contemporary feel, but its heritage had also been kept in mind.

He said: "It was important that this heritage and quality was maintained in the design, which can be seen through the continued use of the brand colours and William Gaymer's signature. This had to be balanced with a more contemporary edge, which is evident in the redesigned packaging."

The company has also brought the abv of Olde English's bottled cider in line with its draught product, lowering it to 4.5 per cent from 5.3 per cent.

The investment is part of £26 million Gaymer's has pledged to spend on its cider brands this year.

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