Scottish & Newcastle is hoping to encourage trial of and increase sales of four of its over-ice cider brands this summer through a consumer sampling campaign in supermarkets.
From next month, brand specialists will be in stores on Thursdays to Saturdays to offer customers the chance to try Bulmers Original, Bulmers Pear, Jacques Fruits of the Forest and Jacques Orchard Fruits and help them find their favourite one.
Consumers will then be offered money-off vouchers to redeem against the brand they have shown a preference for.
The campaign – titled The Biggest Round – is expected to reach more than 500,000 consumers and drive sales in the cider over-ice category.
Andy Mitchell, customer marketing manager – trial at S&N said: “In response to the growing popularity of over-ice ciders, we have launched several new products within our over-ice portfolio and this year’s activity will be used as a platform to promote these brands on a more personal level.
"By interacting with consumers in this way, we hope to introduce new and lapsed drinkers both to our brands and the category as a whole.”