It will be available from 1 March in a pint bottle, a 330ml long-neck bottle and cans. Magners Pear will be available throughout the licensed and grocery trade. The campaign supporting the launch will include TV, outdoor, radio, press and online communication.
According to the company, current market trends indicate considerable potential for pear cider, with the pear and fruit cider category having grown significantly over the past year. However Magners is one of the last cider brands to launch a pear variant; The Gaymer Cider Company, Scottish & Newcastle's Bulmers and Brothers have already made the move.
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,' he added.
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