Scottish & Newcastle (S&N) is planning to build on the success of Bulmers Original and extend the premium-packaged, over-ice cider category with the launch of a pear variant – Bulmers Pear Cider – in November.
The move follows the introduction of the Finnish brand Upcider Pear, a 4.5% ABV cider in 500ml glass bottles, by S&N in August (MW July 12).
Bulmers Pear Cider, which is also a 4.5% cider, will be available in 568ml bottles. It will be aimed at 25- to 34-year-old men and women as an alternative to apple cider, wine or beer.
S&N UK marketing manager for ciders Stephen Mosey says: “It will enable retailers to capitalise on the growing consumer interest in pear cider by bringing something different to the sector.
“Our research shows that there is strong demand for a premium cider with a less sweet, natural tasting pear flavour, and the launch of Bulmers Pear Cider will attract new consumers to this high-margin cider segment.”
The Bulmers brand will be supported by a heavyweight marketing campaign next year, to support both Bulmers Original and the new launch.
Earlier this year, the brewer announced it was increasing its marketing investment in the cider portfolio by 50%, ahead of the crucial summer months (MW March 15).
According to Mintel, cider sales increased by 16% between 2005 and 2006 to an estimated £1.5bn.