Don't you love marketing? It was similar when Magners came out, trying to se)( up the cider market. So you got a trendy, sickly, sparkling "cider" in a posh can with posh adverts and paid double the price than you would for an actual proper cider like old Rosie.
But then again, some pubs are locked into contracts and can't choose how much they pay for a can off the supplier/brewery. They may only make 20p a can so can't choose to lower the price at the till