Gaymers turns up volume for music promotion

Gaymer Cider Company has announced the line up for a second summer of marketing the brand around music festivals.

It has also promised retail support for pubs located near these festivals, details of which will be announced soon.

Claiming that last year's activity saw Gaymers grow by over 200 per cent, this year's campaign will see it as the official cider of Glastonbury, Download, Camp Bestival, Reading and festivals in Hyde Park. In addition, Gaymers will sponsor one of the stages at the Lovebox festival, and have a stronger presence at Leeds, Latitude and Bestival festivals, with its own branded bar area.

It will also sponsor city-based festivals including The Camden Crawl in London, The Great Escape in Brighton and Liverpool Sound City. Gaymers will host its own venue in each city while all of the other 100-plus outlets taking part in the events will stock Gaymers original and pear.

Gaymers "Grassroots Gigs", events in which bands head back to their home town for intimate one-off concerts, will also return this year with even more shows.

Gaymer Cider Company managing director Peter Spencer said: "In our view, live music and festivals are a fantastic investment for a brand like Gaymers. Live music enables us to make an emotional connection with our target consumers of 18-24 year olds, who we know are passionate about music. This summer will be even bigger as we are expecting to reach over 800,000 people and pour over five million pints."