Bulmers joins the pear bandwagon
Scottish & Newcastle UK is launching its Bulmers Pear cider in a can for the first time.
The company
aims to broaden the
brand's appeal
by introducing a
four-pack of 50cl cans
this summer.
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
brand and bring incremental sales to the premium cider category."
Cider producers
have rushed to launch new pear cider products
,
including versions from
Aston Manor and Continental Wine & Food.