Blackthorn was relaunched last March with a new recipe, which angered fans of the cider in the South West of England who objected to the drink’s sweeter taste.
Outdoor ads for the brand were vandalised in protest and several Facebook groups – “The New Bad Taste of Blackthorn”, “I Want My Blackthorn Back!” and “Boycott Blackthorn” to name three – were setup calling for the change to be reversed.
In response to the protests, Gaymer will make the original draught Dry Blackthorn recipe available again across the region from 26 March. The drink will sit alongside the Blackthorn brand in the Gaymer cider portfolio.
Bob Cork, master cider maker at Gaymer, says: “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.”
Despite the local protest, Gaymer claims the relaunch has been successful with sales up nationally since the introduction of the new recipe. The firm launched a £2m marketing campaign for Blackthorn to build on the sales gains earlier this month.
Magners owner C&C Group agreed to buy the The Gaymer Cider Company for £45m in December. Gaymer also owns the Olde English and Gaymers brands.