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UK: Bulmers Pear ditches draught

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Scottish & Newcastle has announced it is axing Bulmer’s Pear on draught after just under a year, preferring instead to concentrate on the bottled version of the cider.

The company said that the move was due to the phenomenal success of the packaged offer in the on-trade.

“We believe that packaged pear cider offers more opportunity for growth,” said on-trade customer marketing manager Daryl Hinksman. “We have therefore focussed our investment on this format rather than rolling out Draught Bulmer’s Pear.”

Bulmer’s Original on draught continues to do “very well” in the on-trade and there are currently no plans to axe this version of the cider on draught, Hinksman told the Morning Advertiser.

The company said it remained committed to the Bulmer’s brand and this week launches its biggest press and poster campaign for the brand to date.

Four new ads based around the existing strap line “Squeezing the best out of the British summer” will be shown on outdoor poster sites, in men’s magazines such as FHM, GQ and Empire as well as sports publications and newspapers The Guardian, The Independent and The Observer.

“The press and outdoor campaign builds on the current marketing activity for the brand,” said Hinksman.

“The posters reinforce the proposition of the unpredictable nature of the British summer and how this brings out the resourceful side of our character. With this campaign, we hope to encourage the British public to squeeze the best out of what remains of this year’s summer.”

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Monday, September 25, 9:52 am

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