Olde English gets packaging overhaul
Cider brand Olde English has received a packaging makeover from parent company the Gaymer Cider Company.
A contemporary look has been achieved through the overhaul, John Mills, the managing director of Gaymer Cider Company, told Talking Retail.
He noted that the packaging should attract new customers to the cider brand but would still maintain the “traditional values and heritage” of the cider.
The cider will be boosted by a £1.2 million campaign this year with a number of events planned.
“It is important to commit more support to exploit the opportunity that exists for Olde English and we have planned an exciting and strong campaign throughout 2008,” Mr Mills said.
Mr Mills added that Olde English is “above other mainstream amber ciders” and that the quality of the drink also reflects the brand heritage.
Last week, Cain’s Fine Raisin Beer was listed by supermarket giant Morrisons.
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