By Andrew Starke

It may be Autumn but Strongbow clearly decided it could wait no longer to roll-out its Summer Pear Cider with the official launch in Sydney on Friday night (May 6).

The brand extension was unveiled at DJ night Purple Sneakers hosted by Sydney’s The Gaelic and featuring Darwin Deez.

Cider’s popularity has continued its phenomenal rise in Australia over 2011 and is currently the fastest growing category in alcohol.

According to Strongbow, the pear cider trend has already exploded in the UK and Australian consumers are not far behind.

Nielsen figures put the value of pear cider sales nationally for the 12 months to February 2011 at $7.5 million.

The lighter pear profile of Strongbow Summer Pear Cider is aimed at providing a refreshing alternative for cider drinkers seeking something a little different.

Carlton & United Breweries’ group marketing manager for cider, Clive Coleman, said bringing together Strongbow Summer Pear Cider, Purple Sneakers and Darwin’s exclusive DJ set was the perfect way to launch this new pear cider.

“The cider trend is truly exploding here in Australia as both men and women look for different and refreshing beverages – cider fits this bill,” he said.

“Pear cider is the latest trend to take off so Strongbow Summer Pear Cider really answers that call for something new, exciting and that tastes great.”

Aside from the pear cider, Strongbow is also available in three apple flavours: Strongbow Original Cider, Strongbow Sweet Cider, and Strongbow Dry Cider, as well as the lighter style Strongbow Clear Cider.

Previously Strongbow White was also locally available, which had a higher alcohol content of 8.5 percent.

Strongbow Summer Pear Cider is available nationally in 355ml bottles with an ABV of 5 percent.

RRP $15.99 per six pack and $52.99 per case.


The Shout Team

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

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