In Brief

Cider goes Tutti FruttiBrothers cider has launched Tutti Frutti pear cider, based on a customer invention at its bar at Glastonbury where people were mixing pear, strawberry, lemon and toffee apple ciders. These have been mixed with blackberry and passion fruit. The brand will be supported by a £2.75 million TV ad campaign, sponsorship of the O2 Arena and a number of music festivals.

Rhône makes a tryRhône Valley Wines is hoping to maintain its market share in the UK by sponsoring the London Double Header in September – the rugby event broadcast live on Sky and in highlight form on ITV. Côtes du Rhône is also sponsoring Elle à Table, a recipe book produced in partnership with the magazine.

Chilean earthquake appealA fund has been set up to help people in the Chilean wine industry following February’s earthquake. Wines of Chile UK director Michael Cox said there had been some lives lost and serious injuries reported within the wine community. Cox said: “Mercifully these numbers are small.This fund will aid the rebuilding and reconstruction in the worst-affected wine areas.” Donations can be made at

McEwan’s promotes off-tradeMcEwan’s Export is looking to strengthen its market position with the launch of an exclusive off-trade promotion. From April to May 12x50cl packs will give consumers the chance to get a set of four limited-edition coasters. The coaster offer forms part of a £1 million investment in the brand this year.

Peek joins Sainsbury’s team David Peek will be joining the Sainsbury’s wine-buying team in June. He has worked as a Majestic store manager, a wine-buying manager for Tesco and a commercial controller for Waverley TBS. Peek will be looking after Champagne and sparkling wine, Italy, Spain and Portugal.

Turnover rises a thirdInnis & Gunn’s turnover was up 31% to £4.39 million in 2009, with the off-trade accounting for 95% of the beer company’s UK sales. Exports accounted for £2.8 million revenue – up 63% on 2008. Domestic sales rose 17% to £1.6 million against a declining beer market.

Win Milan trip with PeroniPeroni is giving Tesco customers the chance to win a trip to Milan with its new marketing campaign. Merchandising units will display four and 12-pack cases of 33cl Peroni, along with leaflets that direct consumers to a website where they will be prompted to enter a prize draw.