Bulmers is launching its pear variety in a can for the off-trade channel. A move set to strengthen the brand’s position as the leading Pear Cider in the UK, and also to strengthen the brand’s overall position. With an ABV of 4.5% the new product is targeted at men and women who welcome a change to wine, beer or apple cider.
Talkingretail.com reports that off-trade sales for pear cider are now £36m and Bulmers Pear has a 44% share and is now the 5th biggest cider in the UK off trade.
At 500ml the can will sit with the existing 568ml bottle and will be available from early summer.
It is hoped this move will attract new drinkers.
The product will be available in a 4-pack and the launch is part of a substantial investment in the brand.
The can is already seen to signal premium in the cider category.