By Clyde Mooney

Building on the impressive growth of its Original recipe, cider brand Bulmers aims to increase awareness of its new Blackcurrant SKU with national on-premise sampling.

Bulmers Blackcurrant launched late last year. Under the brand's latest promotional initiative, pub patrons will receive a free sample of Bulmers Blackcurrant with table service when they order a Bulmers original.

The campaign kicked off in WA at Perth’s The Aviary, Mullaloo Beach Hotel and Durty Nellys, with venues in eastern states to follow in coming weeks.

While debate continues about cider's long-term prospects, it is currently the fastest-growing liquor category in Australia, growing 34.1 per cent in the past year (AC Nielson MAT to 30/11/11).

Australia currently allots around 3 per cent of total liquor sales to this category, following UK and European trends where it represents close to 8 per cent.

British brand Bulmers enjoyed 120.3 per cent growth in 2011, with both a packaged and draught option for venues.

Tasting events continue in Victoria, taking place tomorrow at the Dan O’Connell hotel.

Pictured left, actor Damien Bodie enjoying a Bulmers.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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