Gaymers uses music to grow market share

03 March, 2008

Gaymer Cider Company is using music to connect its core brand, Gaymers with consumers this summer.

The drinks producer has announced it is investing £4 million in the cider brand to promote it at a series of music festivals and events.

Gaymers is the official cider of Glastonbury 2008 and the brand has secured pouring rights at Reading and Leeds festivals, O2 Wireless and Hard Rock Calling. It will also be the official cider at a number of music venues across the UK, including London’s Astoria and Manchester Apollo.

Gaymer Cider Company managing director John Mills said music is a "powerful way" to connect the brand with its young target audience.

He said: "I believe firmly that now is our opportunity to increase Gaymers’ market share.

"Sixty-eight per cent of 18-24 year-olds believe that music is an important part of their lives, and concerts or gigs are their second most popular drinking occasion behind clubs. Ultimately, through music, this campaign is set to really connect with our audience, boost brand desirability and increase consumer demand.”

The campaign will be supported by advertising, promotions and in-store activity.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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