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Feeling cold? It must be the draught

The first over-ice draught cider has been launched by Bulmers Original. The measured-pour condensation font uses new turbine technology to dispense cider, at 3 degrees Celcius …

… into oversized ice-filled glasses. It is available from this month to Scottish & Newcastle customers.

The launch for the Scottish & Newcastle brand will allow it to further capitalise on the growth of over-ice cider sales in the UK, as well as giving it a competitive advantage over rival Magners.

S&N marketing manager for ciders, Stephen Mosey, explained: “Packaged cider drinkers have become accustomed to the refreshment of cider over ice in ever-growing numbers but our research has shown that some consumers find the bottle and glass awkward to handle in busy bars. The dispense method of Bulmers Original Draught over ice negates this problem and delivers a consistency of coldness that cannot be guaranteed when fridges need to be hastily restocked during busy trading periods.”

Clinton Cawood, 22/07/08

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