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UK: Gaymer to give original promo boost

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Gaymer Cider Company has lined up a new look and promotional campaign for its Gaymers original cider in the UK.

The Constellation Europe-owned company announced yesterday (8 March) that it will release a packaging upgrade for the brand, which was launched last year. The new-look bottles and cans will be available in the UK from May.

Shortly afterwards, Gaymer will run an above-the-line consumer campaign starting in June, at a cost of GBP4m (US$7.7m).

"In Gaymers original we have a great tasting product which consumers love," said John Mills, Gaymer's managing director. "Our objective this year is to get even more people to enjoy this wonderful cider."

Gaymers original is available in 568ml bottles, 330ml bottles for on-trade retail, and a 330ml four-pack for off-trade retail. This summer will also see the launch of a new 500ml can four-pack for the off-trade. "With can sales growing at 21.3%, the launch of cans was the next logical step to enable us to meet consumer demand for at home drinking," said Mills.


Sectors: Beer & cider

Companies: Constellation Brands

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