For some reason that I just cannot fathom, cider seems to have been grouped into the beer category in the media – and by brewers (last week Carlton United Brewers John Pollaers said that the new Fosters was a “company focused entirely on beer and cider”). It looks like ignoring ciders is not going to stem their growth so we may have to create a cider division here at Australian Brews News.

While those promoting ciders may want to sell them as being the choice of “progressive Australian drinkers as a refreshing alternative to beer and wine”, I suspect that their growth has less to do with drinkers being progressive and more to do with the products being easier to drink. In alcohol, this is always a worrying trend.

Most of the popular examples taste like fizzy fruit juice with a full-strength alcoholic kick. There’s nothing inherently wrong with that, of course, but I have an instinctive fear about mainstream trends of making alcohol less flavoursome and easier to consume – such as the new wave of ciders and beers of the Summer Bright Lager and Great Northern ilk. All alcohol is firmly fixed in the sights of our lawmakers and, with legislation having an effect more like carpet bombing than surgical strikes, if Government perceive ciders and lightly flavoured beers to be the new RTDs, it could get ugly for the entire beer market. This is especially the case when craft beer is working to establish a perception as being a drink of moderation.

Cider is being so enthusiastically embraced by the larger brewers that it can’t avoid unwanted attention for long.

Media Release

Good things come in small packages

Bulmers Pear Cider now available in 330ml bottles –

MEDIA RELEASE – Wednesday, 3 August, 2011

HP sauce, pork pies, Bulmers cider… just a few of the things that go well together and all the more convenient when in smaller sizes. We all know good things come in small packages so thankfully this month Bulmers – one of the genuinely famous names in cider – will roll out the refreshing, soft pear flavours of Bulmers Pear in a new and very convenient 330ml bottle format.

Bulmers Pear on tap and in the 500ml bottles have become a favourite cider in pubs around Australia and now the easy-to-carry 330ml bottle four pack and 24 pack case mean it’s available to broader occasions outside of the pub like enjoying it at home.

Made from the finest pressed pear fruit, Bulmers Pear maintains the distinctive quality of Bulmers Original but with a clean, noticeable pear character, well-balanced fruit and a crisp, dry finish and is best served over ice. A classic pub cider, Bulmers is the perfect partner to classic pork and duck dishes such as roast pork, country style pork terrine, glazed duck and of course the pork pie.

Cider has exploded in the UK and is currently the fastest growing alcohol category in Australia[1], being adopted by progressive Australian drinkers as a refreshing alternative to beer and wine.

Clive Coleman, Group Marketing Manager of Bulmers says this latest product innovation is all about convenience.

“Bulmers is certainly hitting the mark as a favourite cider in pubs and the 330ml bottle four packs offer that convenience for cider drinkers to enjoy their favourite pub cider at home,” explains Coleman.

Bulmers is all about bringing the best of Britain to our shores and as a proud supporter of comedy having sponsored the Bulmers Best of Edinburgh Festival earlier in 2011, it’s no coincidence that the release of Bulmers Pear 330ml coincides with the start of another comedic event – the Edinburgh Festival Fringe. Kicking off this week in Scotland, The Fringe as it’s known, is the largest arts festival in the world and spans theatre, comedy, dance, physical theatre, musicals, operas, music, exhibitions and events.

Bulmers Pear 330ml bottles are available in bottle shops and great bars and pubs nationally. RRP $12.99 for a four-pack or $59.99 for a 24-pack. ABV 4.7% / 1.2 standard drinks.

Bulmers is made under licence in Australia by Carlton United Brewers.

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