New packaging will also be introduced in pubs, clubs and supermarkets next month to bolster the brand’s appeal to younger consumers at “up-tempo” social occasions.
Additionally, two new flavours – Pear Cider with Raspberry flavour and Gaymers Pear Cider with Cherry & Apple flavour – will launch.
A music-themed marketing campaign will back the revamp with digital, PR and festival sponsorship activity to kick start interest in the brand.
The ‘Live it Louder’ campaign has been introduced to underline Gaymers long-running ties to music, which sponsors the Camden Crawl music event and had partnerships with Leeds, Latitude, Bestival and Lovebox festivals.
Last week, C&C Group admitted that the year to 29 February had been one of “transition” for the brand.
Victoria Walker, marketing manager for Gaymers Cider, says: “‘Following extensive research and trial we are really pleased with the results and are very excited about the rebrand and delicious new flavours. “
Cider is set to be one of the most fiercely contested alcohol segments this summer, particularly around music, as premium brands Kopparberg and Magners have both readied multimillion pound marketing campaigns to drive growth in the only major alcohol category to have grown its user base over the past five years.