Bulmers Original over ice - what's the verdict?

It's funny how things happen. The rumours have been circulating for months: Magners going on draught. "I've seen it on trial," claimed one journalist. "They're going to serve it like a Slush Puppy," suggested one keen-eyed pubco buyer.

It made sense, of course. A successful launch in packaged format almost always leads a brand towards draught.

However, the problem for Magners had always been how to serve a legally measured pint from a draught font.

With ice in the glass, a pint glass measure would be thrown right out of kilter. Do you serve the ice last? Or do you try and create an Œicey¹ temperature in the pour itself?

And then out of the blue last week a press release pops into my inbox: "Bulmers Original over ice on draught". It turns out we all backed the wrong horse.

Where Scottish & Newcastle's (S&N) Bulmers Original has been stealing market share from C&C's Magners in ever increasing measures in packaged pint bottles, and now the brewing giant has got to the promised land of draught first ­ and over ice as well.

Bulmers Original Draught over ice has been on trial throughout the S&N Pub Enterprises estate for nearly four months, while the predicted arrival of Magners on draught has not materialised.

Bulmers Original Draught will be dispensed at 3 degrees C from a measured-pour turbine-powered font into over-sized glassware, so as to avoid any concerns from trading standards about weights and measures legislation.

Technical issues​

Before anyone decides to hail S&N in a shower of fermented apple-flavoured praise, it turns out there are some technical issues to be resolved. Indeed, both Punch Taverns, the UK's biggest pub retailer, and the brand's main competitor Magners have said they are yet to receive final confirmation of Bulmers' move to draught.

Geoff Brown, marketing director at Punch Taverns, says: "As far as we're concerned it¹s not ready to go into trade yet ­ it is nearly there but there are issues to sort out. We've not had a concrete proposal put to us by S&N." Speaking to Stephen Mosey, marketing manager for ciders at S&N, the move is certainly happening but such is the pace of change in the cider category at the moment, it appears S&N is hugely keen to get its innovation out there and is happy to endure any teething problems.

And teething problems there may well be. One of the most interesting developments is the introduction of over-sized glassware to allow for the addition of ice.

But this in itself is problematic. What if a pub runs out of the glassware on a busy night? Does it simply stop serving? Because like it or not, you will not be able to substitute for a different glass in this instance.

S&N is well aware of the potential problems. "The glassware issue is something we are just going to have to manage," says Stephen. "We are investing significantly in glassware and in training to avoid any problems.

"We will train the staff to deliver the perfect pour and there will also be explicit instructions on the back of every font, explaining the method. We have also agreed to do thorough audits of each stockist." Geoff doesn't see it being too much of an issue either.

"We welcome the glasses to be honest ­ we already encourage all our drinks to be served in branded glassware," he says. "There could be an issue of running out of glasses on a busy night ­ but that¹s just something you take on the chin." And what of Magners? Well, given all of the recent speculation linking Magners with a move to draught, it is interesting to see that when asked about it by The Publican, Maurice Breen, marketing director for Magners in the UK, emphatically denied the brand had any plans to make such a move (see box, left).

Taking a gamble​

S&N is taking a calculated gamble. The solution to the question of how to make over ice cider work on draught was always going to be problematic. The turbine font technology is certainly innovative.

However, training staff to pour the drink perfectly is going to take time.

And while not serving a gin and tonic perfectly may be a let down for the customer, serving Bulmers Original over ice on draught in the wrong glass will verge on the illegal.

But S&N obviously believes the risk is worth taking and will give the company yet another strong addition to its highly impressive portfolio of draught beers and ciders.

The view from Magners​

Maurice Breen, marketing director: "We have not tested anything on draught in the UK market and we have no plans to launch anything. We have draught in Ireland ­ but that is not over ice.

"We do have Bulmers Ice in about 60 to 70 outlets in and around Dublin (C&C owns Bulmers in Ireland and Magners in the UK) ­ that adds a small head of frozen and crushed iced Bulmers as the head. But that is a small part of our draught offer in Ireland.

"I have seen the stories about Bulmers Original on draught but I have had no confirmation as of yet. To be honest this is just another form of competition to us ­ there have been many innovations since we launched in Glasgow four years ago.

"It has always been up to consumers and the trade to decide what they want. We were always going to come up against good competition and most obviously much of that was going to come from S&N, which is the biggest cider maker in the UK market. We will continue to invest as we want to firmly establish ourselves in this market."

What do licensees think?

Ben Hudson, Big Red, Holloway, London

"I might stock the product but the oversized glassware is a bad idea. It's more hassle than it's worth, the glasses don't fit on the shelves and so there's nowhere to house them. Equally I find the concept of staff training quite patronising, it's a waste of man hours, it would be a better idea to give customers a free keg to win them over."

Simon Davis, Old Barge, Hertford, Hertfordshire

"I wouldn¹t stock it as I¹m happy with my three other draught ciders. And as for the glassware if I was to say to a customer I can¹t serve you the product because I¹ve run out of the right glassware it would be borderline ridiculous."

Liam O¹Leary, manager at the Glenbrook Inn, in Barry, is going to be one of the first freehouses in Wales to take Bulmers Original on draught.

"We think it will work for us. Scottish & Newcastle is giving us a significant amount of oversize glassware which fits on our shelves, measured ice scoops and in-house training. We took on Bulmers initially as Magners was too expensive and we are looking forward to being given first crack of the whip with draught."

Why move to draught?​

Why did S&N decide to serve Bulmers Original on draught?

In theory it gives you better margins than bottled

More efficient in terms of ensuring quality serve and temperature € No need to restock fridges, rotate stock and deal with empty bottles € Due to presence on bar top, draught can lead to greater throughputs and is harder to de-list.

Stephen Mosey, marketing manager, ciders, S&N: "Going on draught wasn't always the intent but when we looked at the trends in cider we felt there was an opportunity.

"Statistics will show you that regular lager drinkers drink lager three out of four visits to the pub; regular cider drinkers drink cider on only one out of three occasions.

"Add to this the fact that, if current growth continues, total cider sales (on and off-trade) by 2009 will outstrip ale and you can see what potential there is."