Asda delighted as cider sales go pear-shaped

15 July, 2008

Pear ciders have seen “dramatic” sales increases in Asda stores.

Pear ciders have seen “dramatic” sales increases in Asda stores, the company reports, as a host of new entrants come into the market.

Producers are shunning the term “perry” to take advantage of the cider boom, spurred by Magners and a range of other over-ice products.

Kopparberg and St Helier have now been joined by Bulmers, Gaymers, Thatchers, Brothers and Maguires in the pear category. Westons is preparing an organic offering.

Jill Wilson, Asda’s beer and cider buyer, said: “We’ve seen the popularity of pear cider at Asda soar dramatically over the last year.

“Sales are continuing to rise despite the spate of bad weather that we’ve been experiencing and the current credit crisis. The love affair with cider shows no sign of slowing, but customers really seem to want try something that tastes a bit more unconventional. With pear cider they have something that is a bit edgy but not that far away from the taste of something that they know and love.”

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