Red 'C' was developed and launched by Matthew Clark to challenge the sweet cider market leader, Woodpecker, made by H P Bulmer. After tests in the Tyne Tees area, Red C was launched in 440ml cans, two litre bottles and draught. Red C was the first major brand to launch in cans in the long drinks sector since the mid 1990s. It was also supposed to be the longer term replacement the company's short lived Blackthorn Sweet brand, through a national roll-out.
The cider is targeted specifically towards 18 to 30 year old men and women.
Gaymer's later dropped the bottled version of Red C because of competition. Instead, the company said it would concentrate on growing the brand's distribution on draught, where it believed there was still a demand for Red C.