Gaymer Cider Company has unveiled redesigned packaging for Olde English, as part of pound;500,000 of support for the brand during 2007.
John Mills, managing director of Gaymer Cider Company said: “Olde English is a brand with great heritage. It was important that this heritage and quality was maintained in the design, which can be seen through the continued use of the brand colours and William Gaymer’s signature. This had to be balanced with a more contemporary edge which is evident in the redesigned packaging.”
The company has also lowered the off-trade ABV for Olde English, from 5.3% to 4.5%, to bring consistency between draught and packaged.
Mills explained: “The decision to lower the off-trade ABV was to enable Olde English to sit in line with the growing segment of the market at 4.5%. Olde English is a high quality great tasting cider and at 4.5% ABV, fits in with mainstream drinking occasions.”
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