By Annette Shailer
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.