Scores flocked to the official opening of the new Dunkertons Organic Cidery in Cheltenham, where the entrepreneur and owner also told Punchline of his still bigger plans.

Julian Dunkerton, he of Superdry fame and fortune, was there in person to welcome guests and media to the new cidery and shop in Charlton Kings on Friday (August 31).

And all eyes were on the stunning wooden-clad building which housed not just a thirst-quenching estimated 1.5million litres of cider in giant chrome vats, but the more manageable bottles in its shop together with a mouth-watering selection of breads and cheeses.

But while the celebrity guests, dignitaries, and media enjoyed the show the restless entrepreneur had at least one eye on a bigger picture still to unfold.

"I will have invested another £10 million-plus by the time I am finished," said the Cheltenham-resident, who recently married Gloucestershire businesswoman Jade Holland Cooper.

Pointing across the smartly presented lot to an old warehouse building he outlined some of his plans, and revealed - tantalisingly, he would also soon be opening two more businesses.

"Across there," he said, pointing to the warehouse opposite the cidery, "we plan to develop a centre for organic and artisan food - from around the country. The very best we can find."

"It will be a unique experience. The only one of its kind in the country."

Talks with producers, he said, are already underway.

Work on the impressive cidery and offices was completed by the high-end building firm, Dowdeswell Estates, Mr Dunkerton uses to renovate his growing chain of The Lucky Onion boutique hotels and bars.

As for the two new businesses?

"I have a number of businesses at different stages. I will probably start another two in the next few months," he said, keeping the detail under wraps.

As for Dunkertons Organic Cidery, this is just the beginning.

"I expect turnover to double every year for the next couple of years."

Acknowledging it was an emotional day, and that the cider business for three decades was very much the work of his parents - his late father, Ivor, and step-mum Susie - Mr Dunkerton stepped back from the initial opening ceremony to allow the credit to go where it is due.

Susie spoke of the business's humble beginnings 30 years-plus ago in rural Hereford and the determination the couple had for it to remain organic, despite everyone telling them it would never work.

Helen Browning, chief executive of the Soil Association, was also at the event to honour the company.

"When Ivor and Susie started Dunkertons cider they did so with the intention of working in harmony with the environment. Organic means fewer pesticides and chemicals, no controversial additives or GM and with Organic September just around the corner, it's a great time to celebrate.

"I'm thrilled to be marking 30 years of Soil Association organic certification for these true pioneers of organic cider production in the UK."

Read about the launch and see pictures: Glamour and celebrity - or was it the cider - lures guests to opening