Bulmers Pear goes into cans

25 March, 2009

Scottish & Newcastle UK is launching its Bulmers Pear cider in a can for the first time.

The company hopes to broaden the appeal of the brand with the introduction of the four-pack of 50cl cans.

Shaun Heyes head of customer marketing for the off-trade and category marketing for the off-trade, said: “Bulmers Pear in cans will attract new drinkers to the Bulmers brand and bring incremental sales to the premium cider category.”

Cider producers have been rushing to launch new products in the pear cider segment in recent weeks, with both Aston Manor and Continental Wine & Food bringing out their own versions.

The 4.5% abv Bulmers brand is aimed at “mid-life professionals” of both sexes, according to S&N UK.

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