Who says summer has to be over?

Introducing the new and naturally refreshing Strongbow Summer Pear Cider. Autumn might be here but Australia’s favourite cider will continue to capture the summer holiday spirit with this month’s launch of a new and naturally refreshing cider – Strongbow Summer Pear. To mark the launch, Strongbow Summer Pear Ciderwill partner with renowned DJ night Purple Sneakers to present a one-off, exclusive DJ set by Darwin Deez at The Gaelic in Sydney on Friday 6 May.Cider’s popularity is exploding in Australia and pear cider is the latest trend to take off. Strongbow Summer Pear Cider has a delicious pear aroma, fruity flavour and well-balanced sweetness. It’s smooth on the palate and the aftertaste has a slightly toasty pear character with a naturally refreshing, clean finish. The lighter pear profile of Strongbow Summer Pear Cider is set to provide a refreshing alternative for cider drinkers seeking something a little different as well as being a perfect introduction to cider for those who’ve yet to discover it.

The Strongbow Summer Pear Cider event on 6 May will see around 500 music fans and VIPs get a taste of New York-based Darwin’s DJ talents, they’ll also be among the first to taste the new Strongbow Summer Pear Cider. The exclusive Darwin Deez DJ set will be his first Sydney appearance of his national tour following a hugely successful few months including his song ‘Radar Detector’ scoring the number 28 spot in Triple J’s Hottest 100 2010.

Clive Coleman, Carlton & United Breweries’ Group Marketing Manager for Cider says bringing together Strongbow Summer Pear Cider, Purple Sneakers and Darwin’s exclusive DJ set is the perfect way to launch this new pear cider.

“The cider trend is truly exploding here in Australia as both men and women look for different and refreshing beverages – cider fits this bill. Pear cider is the latest trend to take off so Strongbow Summer Pear Cider really answers that call for something new, exciting and that tastes great,” explains Coleman.

“We’re really excited to partner with Purple Sneakers to present this exclusive Darwin Deez DJ set – there’ll be some serious talent behind those decks and we reckon it’s set to be an amazing night. We’re looking forward to hearing what everyone thinks of the talent on stage and the new Strongbow Summer Pear Cider!”

Strongbow is also available in three different crisp and refreshing apple flavours; Strongbow Original Cider, Strongbow Sweet Cider, and Strongbow Dry Cider as well as the lighter style cider Strongbow Clear Cider which has 50% less sugar and 35% less carbohydrates than regular ciders.

Strongbow Summer Pear Cider is available from great pubs, clubs and bars and your favourite bottle shop, nationally. Available in 355ml bottles 5.0%ABV/1.4 standard drinks. RRP $15.99 per six pack and $52.99 per case.

Tickets for Strongbow Summer Pear Cider + Purple Sneakers present an exclusive Darwin Deez DJ set are available to purchase at the door for $15. Starts at 8pm, The Gaelic – 64 Devonshire Street, Surry Hills NSW. Phone: (02) 9211 1687.

Darwin Deez is touring nationally in May, for more information visit www.civilsociety.com.au.

For further media information, images or samples please contact:

Allira Carroll at Liquid Ideas alliracarroll@liquidideas.com.au 02 9667 4211 / 0468 916 482
Jemma Lee at Liquid Ideas jemmalee@liquidideas.com.au 02 9667 4211 / 0438 285 545