A first for pear

Gaymer Cider Company has announced the launch of Gaymers pear cider - the first brand owner to do so on draught.The company has designed a special dual branded font enabling Gaymers original and Gaymers pear to be served super-chilled.

Together with original, Gaymers pear cider will be supported by a £4m fully integrated, through-the-line music marketing campaign, aimed to connect with the target audience of young adults and drive consumer demand.

John Mills, managing director at Gaymer Cider Company, said: "As a dedicated cider expert with a wider range of cider than any other company, we are committed to adding value by investing in brands and enhancing the quality of their delivery.  

"We see a massive opportunity in the super-chilled market. In lager, super-chilled brands are growing at 27 per cent and now hold over 30 per cent of the market. Super-chilling Gaymers has fantastic results.

"Research consistently highlights that cider drinkers are keen to try new things and experiment, so new product development is critical to the growth of the category.  

"Pear is a fast growing, dynamic new sector of the cider market, and the launch of Gaymers pear cider further establishes Gaymers as a leading premium-mainstream brand."

Gaymers pear cider will benefit from the music marketing campaign which was recently announced for the brand.

This includes brand experience zones at top festivals, O2 Wireless, Rock Ness and Lovebox Weekender, for both Gaymers original and pear - and solus cider deals at other festivals and music venues nationwide.

Supporting this campaign is a brand-building push with advertising, PR and a dedicated Gaymers music website. Find out more at www.gaymersmusic.com