By Andrew Starke

Bulmers Pear Cider will this week begin targeting selected pubs around Australia and challenging cider drinkers to play the true or false game ‘Bulmers or Bollocks’ for their chance to win prizes.

The targeted sampling campaign will take place at 140 selected venues across NSW, VIC, SA, QLD and WA.

Each venue will feature two sessions during the campaign period which kicks off this Friday (Aug 19) and runs through to the end of September.

During these sessions, Bulmers brand ambassadors will encourage patrons to purchase a pint of Bulmers Pear for their chance to play ‘Bulmers or Bollocks’.

Customersa will be told three witty trivia tales and will need to decide whether the stories are ‘Bulmers’ (true) or ‘Bollocks’ (false).

If they win, they’ll be rewarded with a free pint or a $15 Bulmers EFTPOS voucher.

Some of the trivia tales include; ‘In 1911, Bulmer’s was granted the Royal Warrant and continues today as the Cider Maker to Her Majesty the Queen’ and ‘British soccer player David Beckham was born in Nairobi, Kenya, and spent the first three years of his life there’.

Bulmers branded coasters with these trivia style questions printed on the back will be left in venues for patrons to play their own games.

Bulmers’ group marketing manager, Clive Coleman, said the ‘Bulmers or Bollocks’ concept delivers what the brand is about and will kick start a number of exciting activity planned for the brand in the next six to 12 months.

“Bulmers or Bollocks really brings to life that irreverent charm and wit that is distinctly Bulmers – it’s a fun concept which rewards our loyal drinkers and at the same time hopefully introduces cider to those drinkers looking for a refreshing alternative,” he said.

”We believe the Bulmers or Bollocks concept will be a hit in pubs around the country where Bulmers Pear on tap has become a firm favourite.”

Bulmers Pear is available on tap, in 500ml and 330ml bottles from bottle shops, bars and pubs nationally.

The brand is made under licence in Australia by Carlton United Brewers (CUB).


The Shout Team

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

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