Perry good show from Pulse
by Claire Hu Merrydown Cider is next week launching a new drink made of perry wine, which will be available exclusively to the on-trade and served through a bartop font.
Pulse is a 6.3% blend of sparkling perry wine, fruit and spices which comes in cranberry and ginger, citrus and juniper and pear flavours.
It will be introduced to style bars and clubs, and at live music venues and festivals such as the Big Chill this summer, and is being aimed at professional 20 to 35-year-old women.
Pulse is served chilled in dedicated 275ml branded glasses and dispensed via a "light pulsing" font, designed to catch the eye of drinkers and stand out in dark bars and clubs.
The font features an in-built cooling vat which helps ensure the product stays cool from container to glass.
Chris Carr, Merrydown Cider managing director, said he wanted to add another brand apart from cider to the company's portfolio because of the "challenging" market conditions that the sector is facing.
Carr said: "For a small company like Merrydown to come out with another PPS would be pointless.
"I wanted something specifically for the on-trade and this is a totally unique offering.
"It is a delicious drink and also has the advantage of a cold delivery.
"We are very excited by the launch of Pulse this is our first new product launch since the success of Two Dogs in 1994, the first alcoholic lemonade which sparked the alcopop' boom.
"Again, Merrydown is leading the way by developing a new trendsetting drink."
The launch is being supported by a marketing campaign and consumer PR including in-bar promotions, on-line competitions and poster and magazine advertising.
