Premium South African cider brand Savanna is ploughing in a record investment in marketing support for 2014.

As the cider category readies for one of the most competitive periods ever, Savanna’s investment will include above- and below-the-line marketing including national radio advertising, an experiential campaign and an extensive presence at festivals, events and comedy shows.

Anthony Mills, head of European marketing for Savanna Cider, said: “Awareness of the brand has surged, and we are reinforcing this by increasing the resources dedicated to introducing more consumers to Savanna.”

On-trade analysts have reported UK cider sales are now worth £3bn – an increase by 6.2% over the last year