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Pearing up

Magners cider brand is following its rivals in launching a pear version in March.  Irish brand owner C&C hopes Magners Pear, which is being released in a pint-sized bottle, a 330ml bottle and cans in the on and off-trades, will cash in on the growing pear and fruit cider category which has quadrupled in size to 25 million litres over the past year (Nielsen, MAT, Oct off-trade, Sept on-trade).  It follows other producers such as Gaymer and Bulmers launching pear variants.  The Magners launch will be supported by a multi-million pound marketing campaign.

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