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*Gaymer Cider Company is cementing its £4 million move into music and live event venues for its core growth brand, Gaymers, with the launch of a new 500ml plastic bottle (PET) format, available for both Gaymers pear and Gaymers original. *

The bottle has been specially designed for use at concerts, sports stadiums, festivals and other venues where glass bottles are traditionally prohibited.

Live events are increasingly popular and almost 13 million young adult consumers attended a live music or sporting event in the last year. Live event attendees are more likely to drink cider when out of the home and currently 34% enjoy drinking cider when at a gig or watching live sport. However, sales opportunities are restricted when glass bottles are forbidden in live event arenas, stadiums and outdoor events venues.

Gaymer Cider Company Managing Director John Mills commented: “Consumers want choice and variety so relevant brand investment and NPD are critical in adding further value to the market and increasing sales. As sales of cider continue to grow there are huge opportunities for the on trade to attract new cider drinkers by offering new ways to enjoy cider. The new Gaymers PET bottle format will increase drinking occasions and sales opportunities by allowing consumers to enjoy Gaymers cider whilst watching live events where glass is not allowed such as at gigs or sports matches.

“Cider is the key growth category in alcoholic drinks and our portfolio of quality cider brands, which includes Gaymers original and Gaymers pear, provides long-term profitable growth to the on-trade. Gaymers is an authentic and credible brand which continues to grow in popularity amongst young adult drinkers and upmarket consumers.”

The news of this launch follows hot on the heels of the recent announcement that Gaymers original and Gaymers pear will be available to the on-trade for the first time in a new dual branded super-chilled condensing fount.