Gaymers aims for right note with music fans

Cider brand Gaymers is set to ramp up its music-based marketing activity following the appointment of Frukt as its lead agency.

The cider brand bases its entire marketing strategy around live music, and the music marketing agency will help create and manage its long-term plans.

Gaymers marketing controller Fiona Lovatt says the agency will help deliver “fully integrated” campaigns.

Brand owner Gaymer Cider Company (GCC) spends about £5m a year on music-based marketing for Gaymers. It is the title sponsor of the Camden Crawl music event and runs “Grassroots Gigs” events where established bands play small venues. It also has partnerships with the Leeds, Latitude, Bestival and Lovebox music festivals.

Lovatt adds that music helps the brand reach its target market of 18- to 35-year-olds because research shows that music “is an important part of their lives”.

GCC recently announced that it is to add fruit ciders made with strawberries, blackberries and blackcurrants to the Gaymers range in a bid to tap into what it sees as a growing market.

C&C Group agreed to buy GCC in December as part of the £45m acquisition of Constellation Brands’ UK cider business. The deal sees C&C, which also owns Magners, acquire the Blackthorn and Olde English brands in addition to Gaymers.

The cider market was worth £1.88bn in 2009, according to Mintel.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here