Magners Pear launched

Magners is to launch a long-awaited pear variant next month, it has been confirmed.

The Publican exclusively revealed in November that brand owner C&C was to launch Magners Pear, but now the cider maker has officially confirmed the news.

Magners Pear, available from March 1 in pint bottles, 330ml bottles and cans, will be seen as an answer to Magners' critics who say it has held off too long on entering the booming pear cider market. According to Nielsen, the pear and fruit cider category quadrupled in size over the last year, albeit from a small base.

The launch will be supported by a multi-million pound marketing campaign, which will include TV, outdoor, radio, press and online advertising, in addition to an extensive sampling campaign and dedicated PR programme.

Magners UK managing director John Holberry said: "We know lifestyles and tastes continue to change and our competitors have responded more quickly than we have, but our customers are ready for a new fruit based drinks alternative from a credible, quality brand and Magners Pear will match that need perfectly''.

"Pear is a natural and exciting step for Magners and it shows we are prepared to respond to consumers and drive market growth in this difficult market climate."