Gaymer brings back Dry Blackthorn
A Facebook campaign by cider drinkers in the South West has forced Gaymer to bring back the original version of Dry Blackthorn to shelves.
Blackthorn, the number eight off-trade cider brand according to Nielsen, was re-launched nationally a year ago with a new look and taste.
Despite sales being up 24% on last year, fans of the original liquid started up a campaign on the social networking site to bring it back. The I Want My Blackthorn Back group had 1,699 members.
Gaymer held a meeting on Tuesday (March 2) with the Facebook campaigners in Bristol to let them know it had agreed to make Dry Blackthorn available in 50cl cans, sitting alongside the newer Blackthorn liquid.
Bob Cork, master cider maker at Gaymer, said: “We underestimated the passion people in the South West have for Dry Blackthorn and have been bowled over by their determination to get their favourite cider back.
“Before we changed the recipe 12 months ago we conducted extensive customer research, both locally and nationally, and many cider drinkers told us they liked the new more contemporary taste. This has been followed up by increased Blackthorn sales nationally as new consumers are won over by the mellower taste.
“However, once it was launched it became clear that some cider drinkers in the South West wanted the original Dry Blackthorn. We have listened to these supporters and it’s their successful campaigning which has brought Dry Blackthorn back.”
Dry Blackthorn will be available from March 26.