Gaymer Cider Co. will spend GBP26m (US$51m) during 2007 as the company sets out its biggest-ever marketing programme.

The company, a unit of Constellation Europe, said it will focus on lead brands like Gaymers Original, while also supporting its portfolio of brands including Blackthorn, Olde English, Addlestones and Gaymer's Orchard Reserve. Last year, Gaymer pledged GBP24m (US$42.5m) to its UK marketing.

Gaymer managing director John Mills said: "With the cider category continuing to set the pace in the drinks market, and as a leading player, we intend to keep cider front of mind with retailers and consumers.

"It is about product quality being communicated in an appealing way so that more consumers want to enjoy cider on a greater number of occasions. That is why a strong, diverse, portfolio - and we offer a great range - is exactly what the category needs."