Gaymer Cider Company is to spend GBP24m (US$42.5m) on a UK marketing drive this year.

The marketing campaign will focus on both the on- and off-trade, Gaymer Cider said yesterday (2 February). As part of the campaign, the company is to launch three packaged ciders.

Gaymers Original Cider will receive an investment of more than GBP3m in a launch campaign of TV and other advertising. The cider will be available in 568ml and 330ml bottles. Gaymer's Orchard Reserve, meanwhile, will target consumers keen on matching cider with food. Completing the trio is Addlestones, a packaged version of the company's draught cloudy cider.

"The new marketing team that developed our ambitious plans have been backed by a team at Shepton Mallet that produces ciders of the highest quality, without compromise," said John Mills, Gaymer Cider's managing director.

"I am tremendously excited, because we have the potential, the skills and now the plans to make a permanent and positive difference to our business and the cider industry."

Gaymer Cider Company is part of Constellation Europe, the European arm of US drinks giant Constellation Brands.