Bulmers Original Draught over Ice launched
Scottish & Newcastle UK (S&N UK) is planning to build on the success of Bulmers Original, the premium packaged-over-ice cider reintroduced to the UK last summer, with the launch of Bulmers Original Draught over Ice.
Bulmers Original Draught will be dispensed at 3 degrees celsius from a measured-pour condensation fount over ice into oversized (27oz) lined glassware.
The fount utilises new turbine technology to deliver the optimum pint serve.
It is available to direct-supplied S&N UK national and regional free trade customers from this month (August). Stephen Mosey, marketing manager for ciders at S&N UK, said: "Bulmers Original Draught over Ice is the first cider that has been specifically developed to be dispensed on draught over ice.
"This exciting new variant will generate incremental profit for S&N UK and its customers.
It will grow the cider category as a whole and further boost our share of the buoyant on-trade sector.
"Packaged cider drinkers have become accustomed to the refreshment of cider over ice in ever-growing numbers but our research has shown that some consumers find the bottle and glass awkward to handle in busy bars.
"The dispense method of Bulmers Original Draught over ice negates this problem and delivers a consistency of coldness that cannot be guaranteed when fridges need to be hastily restocked during busy trading periods."
