Intercontinental Brands is ready to target the growing number of cider drinkers in the UK with the launch of a pear variety.

The 5% abv St Helier Pear Cider (rsp: £1.69 for a 500ml bottle) is described as a pear-based cider drink rather than a perry.

"Strictly speaking perry is a term unique to the UK and means nothing in other markets," said joint MD Paul Burton.

"Stylistically, it is unlike any other perry that would be found on the market and would therefore be confusing to consumers."

The drink is produced by The Jersey Cider Company - a well-established producer of perry and cider - and bottled under licence for Intercontinental Brands.

The first bottling of St Helier took place in August this year.

"Given that it was only bottled three weeks ago we have got away to a fast start," said Burton. The company already has listings with cash and carries and United Wine Merchants in Ireland.