Scottish Courage is putting £20m into marketing Strongbow this year, with a fresh TV push planned for this summer. ScotCo, which bought the brand last year, are spending the money as part of a £87m marketing spend across its brands this year. The company will focuses on "product truths’ in the campaign rather than refreshment, which was the core of previous campaigns. Keith Hogg, the company’s brands managing director, said: "Consumers see cider as a division of beer. The problem with the ‘Refreshment’ campaign is that other drinks can be refreshing. We must focus on something Strongbow specific." ScotCo is also hoping to improve the overall image of the category, starting with reducing the amount of ‘extra free’. "In the past the cider market has always been driven by the suppliers chasing volume rather than led by brands," said Hogg.

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