CUMBRIA'S biggest musical festival gets underway today.

Kendal Calling is a sell out and is expected, on past performance, to contribute at least £3.25m to the county's economy.

Headline acts include Noel Gallagher’s High Flying Birds, Rudimental, Madness and The Charlatans.

The event at Lowther Deer Park, near Penrith, continues until Sunday and is expected to draw 23,000 people over the four days.

An independent study carried out in previous years found that 75 per cent of festival-goers were from outside Cumbria and 15 per cent had never visited the county before.

Significantly, the study found that 84 per cent would come back.

The businesses hoping to benefit include the Lakes Distillery, which has secured a deal to sell its Lakes Gin at the festival’s Gin Bar.

Maria Duddin, business development manager for the distillery, said: “We are so pleased that The Lakes Gin will be the only gin of local provenance available at Kendal Calling.

“It’s very much an artisan spirit and is intrinsically Cumbrian – distilled in Cumbria, made using water direct from the Cumbrian fells. It’s great to see Cumbria’s events showcasing true Cumbrian brands."