A Bulmers spokesperson has revealed that the cider brand is looking to diversify its range in order to capture a greater share of the market this summer.

In the coming months, a number of new Bulmers products are set to make an appearance, further capitalising on the “premiumisation” of cider.

The assertion is made by Graeme McKenzie, marketing manager for Bulmers at parent company Scottish & Newcastle.

“New flavour variants have been at the forefront of new product development,” he suggests.

“However, the most significant growth has been fuelled by major improvements in dispense innovation, like over-ice and extra-cold serve.”

Mr McKenzie predicts that sales of the brand will grow over the summer months thanks to the introduction of pear-flavoured and low-calorie versions.

With cider currently representing about one in 11 long drinks served in the UK’s licensed premises, he contends that there is still significant room for expansion of the beverage as an alternative to lagers and bitters.