Limited demand for draught cider accounted for Bulmers Pear axing

Scottish & Newcastle (S&N) axed the draught version of Bulmers Pear because of a limited demand for draught cider, according to the new head of the National Association of Cider Makers (NACM).

S&N took the decision to withdraw Bulmers Pear on draught less than a year after its launch, although the packaged version will continue to be produced.

Henry Chevallier Guild, the partner in Suffolk-based cider company Aspall who became chair of the NACM on September 2, said Bulmers Pear had fallen victim to a problem being experienced by much of the cider industry. Many brands which made their name as ciders to be poured over ice are being launched as conventional draught products, a move which is confusing consumers, Chevallier Guild said.

"You tend to find that most pubs only have room for one draught cider, and Bulmers Pear is predominantly an over-ice phenomenon," he explained. "You have to ask how well does that translate to draught. Not very well is often the answer."

S&N broke the industry mould when it launched a draught pear cider. For example, Magners' rival pear product is not available on draught - the company believes that pear cider's consumer base is generally 18-24 year olds and female, where as the profile of the average draught cider drinker is older and male. "You join the dots and see that pear does not connect for them," a spokesman said.

Darryl Hinksman, S&N UK's head of on-trade customer marketing, said: "Due to the phenomenal success of the packaged SKU (stock-keeping unit) in the on-trade, S&N UK believes packaged Pear Cider offers more opportunity for growth and has focused its investment on this format rather than rolling out Draught Bulmers Pear."