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News
Gaymer goes pear shaped
A new pear cider entered the market this week, produced by Gaymer Cider Company. The new addition, the company claims, will be “the first premium-mainstream pear cider brand available on draught”, with a dual font delivering both apple and pear Gaymer cider. The brand is being backed by a £4 million marketing campaign this year.
The company is expecting incremental sales worth £1m in the first 12 months. The £4m marketing campaign will focus on music, targeting young adults at a number of festivals including O2 Wireless, Rock Ness and Lovebox Weekender. The campaign will also include advertising, PR, and a website.
The new font will deliver super-chilled cider, a market that Magners also entered recently with the announcement of its distribution agreement with Coors Brewers for its draught offering. The past few months have seen a number of developments in the cider category. As Gaymer Cider Company MD, John Mills, explains: “Research consistently highlights that cider drinkers are keen to try new things and experiment, so NPD is critical to the growth of the category. Pear is a fast growing, dynamic new sector of the cider market.”
The Gaymer’s pear cider is available in 330ml and 568ml bottles. To encourage trial among consumers, a launch pack of eight bottles of Gaymers original will include two bottles of the pear cider.
Clinton Cawood, 12/03/08