Chris Bowen, who represents Savanna Cider in the UK says: "There is a hugely competitive cider market in the UK, all vying for young adults. We strongly believe that to cut through the marketing clutter it is imperative to associate the brand with slightly anarchic and edgy brands, such as Transmission."
Savanna Cider, the premium bottled cider from South Africa, is to be served at filming and at after-show parties which, in the past, have included Pete Doherty and Pharrell Williams. Bowen says: "Experiential marketing - the use of sampling to a predetermined audience in a controlled environment - is essential to the growth of the brand, as the unique and refreshing taste of Savanna helps drive re-purchase." 
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