Bulmers Original goes on draught over ice

The latest blow has been struck in the cider war with news that Bulmers Original is to be served on draught over ice.

Scottish & Newcastle UK (S&N UK) will combat any problems presented by weights and measures laws by serving the cider into over-size glasses.

Bulmers Original Draught will be dispensed at 3 degrees Celsius from a measured-pour condensation font into 27oz lined glassware.

This 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.

"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 industry has been waiting to see which of the big two over-ice bottled ciders would make the first move into draught, following recent reports that Magners been trialling it. However, with Bulmers Original taking an increasing amount of market share from Magners in the last 12 months, this could be a decisive blow in the over-ice cider battle.