Bulmers launched its new Bulmers Pear on the Irish market on 1 March.
The Irish cider company hopes its unique drink will grow the whole cider category in Ireland, launching just in time for St Patrick’s day and in plenty of time for what we all hope will be a good summer.
Available in 568ml pint bottle, 330ml long neck bottle and 500ml can, Bulmers Pear will be sold through the licensed and grocery trade. Commenting on the launch, managing director, Michael Merrins said: “We are absolutely thrilled about this new product launch and firmly believe that Bulmers Pear will be the most successful brand extension in the history of our company.
"Pear is a natural and exciting progression for Bulmers Ltd and this new move is indicative of our commitment to develop and grow the cider category in Ireland in this difficult market climate."
He continued: “We have spent considerable time developing a first class pear product and it is the refreshing, light pear taste that appeals most to Irish consumers. Our research revealed that these consumers are ready for a new fruit-based alternative from a credible, quality brand and Bulmers Pear will match that need perfectly.”
The launch of Bulmers Pear will be supported by a heavy-weight marketing campaign with extensive sampling, television, outdoor, radio, press and online communication, and a dedicated PR programme.