Scottish & Newcastle (S&N) is increasing its stake in the cider sector by bringing a new pear cider brand from Finland to the UK.
Upcider Pear is positioned as a premium packaged cider that is drunk over ice. It is 4.5% ABV and promises "easy-drinking refreshment through the fresh, fruity hit of juicy pears".
Available next month, in cases of 12 x 500ml bottles, the drink is targeted primarily at 25 to 49-year-old adults who drink white and rosé wines or spirit mixers and are looking for a lighter, more refreshing option.
"Upcider Pear will create more consumer choice in a growth sector and add interest to a high-margin fixture," said head of customer marketing for S&N UK (off-trade) Craig Clarkson.
S&N has been active in the category over the past 12-months. As well as releasing Jacques, a fruit cider brand, it launched Bulmers Original to compete with Magners in the over-ice market and put £27m behind category leader Strongbow.