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Summer cider series: Q&A with Kopparberg marketing expert Rob Calder

In a highly competitive market, British cider producers are bringing in the big guns to win over consumers for summer 2012. In this first part of the summer cider series, Elisabeth Fischer talks to Kopparberg marketing guru Rob Calder about the ‘ün-established since 1882’ marketing campaign, and finds out how the small Swedish company has become the UK's third largest cider producer.