Heineken-owned Scottish & Newcastle UK is axing Bulmers Pear on draught  to concentrate on the bottled version.

S&N told just-drinks today (28 August) that the move, which comes just a year after the launch of Bulmers Pear in draught, is due to the "phenomenal success" of Bulmers Pear in bottles.

"It is the clear leader in its category and our belief is that it is difficult for licensees to 'justify' the addition of another draught cider on their increasingly cluttered bar counters when, in Strongbow and Bulmers Original, we already offer the two leading draught cider brands in the UK," a spokesperson said.

Darryl Hinksman, head of customer marketing for the on-trade at S&N UK, said: "We believe that packaged pear cider offers the strongest opportunity for growth in this category and we are therefore putting our investment behind this format rather than rolling out Draught Bulmers Pear.

"Bulmers Original on draught continues to perform well and there are no plans to discontinue this variant of the brand."

S&N UK this week launched its biggest press and poster campaign to date for the Bulmers brand.

Four new ads based around the existing strapline "Squeezing the best out of the British summer" will be shown on outdoor poster sites in major cities throughout the UK.

The campaign will also run in leading men's magazine titles including FHM, GQ and Empire together with sports publications such as Shortlist Sport and The Guardian, The Independent and The Observer.

This week, S&N owner Heineken reported a 4% rise in cider volume sales in the UK for the first half of 2009. 

Last month S&N launched a multi-million pound media campaign for its Foster's beer brand. The 'Get some Australian in You' campaign will encompass TV, cinema, radio advertising and digital activity.