Around half of its business now goes through the off-trade and it is aiming to build itself up as the go-to firm for premium cider in the retail market.
It has extended its contract to sponsor the England cricket team until 2017 and believes it will reach 750,000 consumers in grounds and 2.9 million people on TV.
Outdoor ads will make up the bulk of its consumer marketing.
Ian Lewis, head of marketing, said: “We continue to spend more and more money every year communicating with consumers. If we want success for our business in the category we have to bring in new consumers and raise awareness.
“We don’t mind where they come from, mainstream or fruit, ideally from outside the cider category.
“We know we are on a journey and coming from a low base but we need to raise awareness of our brands.
“Consumers are a little bit scared of this category. There’s old stuff kicking around, new stuff coming in, and education from cider companies is not there.
“Consumers are confused. We need to educate consumers about the difference between heritage and scrumpy and fruit, and the difference between the different types of apples.”