Bulmers Pear taps into venues

Drawing on recent figures that show cider as the fastest growing alcohol category is Bulmers Pear, which is now available nationally on tap.

Cider continues to represent a small piece of the total size of the alcohol market in percentage terms; however its growth is significant.

In the 12 months to November 2010, Bulmers Original cider off-premise volume sales increased by 160 percent (Nielsen Australia ScanTrack Liquor - MAT 30.11.10).

Bulmers group marketing manager, Clive Coleman, said that Bulmers Pear has struck a chord with Australian drinkers.

“We are seeing consumer tastes changing as drinkers look for something different and exciting – cider fits this bill and pear cider is the latest trend that’s really taking off. Bulmers Pear has attracted a huge following since it launched in bottle last year and making it available on tap answers consumers’ growing appetite for a refreshing alternative,” Coleman said.