Facebook brings back Dry Blackthorn

19 March, 2010

A Facebook campaign by cider drinkers in the south west has forced Gaymer to bring back the original version of Dry Blackthorn to shelves.

Blackthorn, the number eight off-trade cider brand according to Nielsen, was relaunched nationally a year ago with a new look and taste.

Despite sales being up 24% on last year, fans of the original liquid started a campaign on the social networking site to bring it back. The I Want My Blackthorn Back group had 1,699 members.

Gaymer held a meeting with the Facebook campaigners to let them know it had agreed to make Dry Blackthorn available in 50cl cans, sitting alongside the newer Blackthorn liquid.

Bob Cork, master cider maker at Gaymer, said: “We underestimated the passion people in the south west have for Dry Blackthorn and have been bowled over by their determination to get it back.

“Before we changed the recipe we conducted extensive customer research, locally and nationally, and many cider drinkers told us they liked the new, more contemporary, taste.

“However, once it was launched it became clear that some cider drinkers in the south west wanted the original Dry Blackthorn. We have listened to these supporters and it’s their successful campaigning which has brought Dry Blackthorn back.” Dry Blackthorn will be available from March 26.

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