launching a pear
variant as part of a £4 million investment in its over-ice bottled cider, Gaymers, this year.
The company is also running a major music-themed marketing campaign for Gaymers. It has been signed as the official cider of Glastonbury 2008
and will hold brand experience events at the Lovebox Weekender, O2 Wireless and RockNess festivals in June and July.
Gaymers has also secured pouring rights at the Reading, Leeds, Download and Hard Rock Calling festivals this summer, as well as in a number of music venues around the country.
The push will give 650,000 people - mainly the target audience of young adults - the chance to try Gaymers.
is going to back its sponsorship and pouring deals with ads in music media and on festival TV channel Blink TV, as well as running ticket promotions in the press and on-pack. A new website, gaymersmusic.com, will offer downloads, tickets and webcasts.
Managing director John Mills said: "Music is a very powerful way to connect with our target audience of young adult men and women. Sixty-eight per cent of 18 to 24-year-olds believe that music is an important part of their lives.
"All our consumer research shows us that Gaymers tastes great against the competition, so trial is key. This exciting programme, aimed at driving trial, visibility and brand awareness, is exactly the right way to achieve growth."