Blackthorn aims to revive West Country Appeal

As a rainy summer starts to get packed away, Gaymer Cider Company (GCC) is giving Blackthorn cider a major push.

The new Blackthorn promotion will cover 100 West Country pubs and will include a competition where T-Shirts, baseball caps, can coolers and key rings are prizes. There are also new incentives in place for licensees and barstaff. Licensees who run a Blackthorn promotion will get £100 in vouchers or their choice of a darts or pool kit. Meanwhile, barstaff will have the chance to receive £45 vouchers, after mystery shoppers take note of which barstaff recommend Blackthorn.

GCC is continuing to counteract a somewhat sour response to its sweeter version of Blackthorn. In March, Gaymer relaunched Blackthorn with a sweeter flavour and a fall in abv from 4.7%. The negative responses ranged from drinkers abandoning the brand to reports of posters being defaced in Bristol. In response, Gaymer made its extra dry cider, Natch, available on draught. The new campaign is part of an ongoing support programme for the relaucnhed Blackthorns and the licensees who serve it.

03 September 2009