Gaymers is launching a pear version of its Gaymers Original ahead of a major music sponsorship strategy for the brand this summer.
Following the drink's roll-out from this month, Gaymers will embark on a £4m sponsorship and advertising package this summer. It has been awarded official cider status for the Glastonbury music festival and has also secured pouring rights for Reading, Leeds, Download, O2 Wireless and Hard Rock Calling. It will offer "brand experience zones" at three other festivals.
The Glastonbury deal was non-exclusive, said MD John Mills. "We wouldn't want to force out any smaller producers who have been associated with the festival for decades," he said.
The sponsorships will be supported by ads in music media and on festival TV channel Blink. "We're targeting 18 to 30-year-olds into cutting-edge music," he said. "A lot of brands have tried to do that with just a neck collar but this is an integrated campaign."