Pear could be next big thing in over-ice ciders

05 October, 2007

Scottish & Newcastle UK is to launch a pear version of its over-ice cider Bulmers Original and will back the roll-out with heavyweight marketing spend including TV and press ads and consumer sampling.

The 4.5 per cent abv pear-flavoured cider will be released in supermarkets from November in 56.8cl bottles, and will roll out to other channels in the New Year. It is targeted at 25 to 34-year-olds and is designed to be poured over ice.

S&N's UK off-trade customer marketing head Craig Clarkson said: "Bulmers Pear Cider will enable retailers to capitalise on the steadily growing market for pear ciders by bringing something new and different to the sector.

"As well as the continuing success of Bulmers Original, our research shows that there is a strong consumer demand for a premium cider that offers natural pear flavour, and our marketing investment will help attract new consumers into this high-margin cider segment."

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