HEINEKEN Unveils Exciting New Additions To Bulmers Cider Family

16th February 2013

HEINEKEN, the UK’s leading producer and distributor of cider and beer, is strengthening its range of Bulmers modern ciders with the launch of two exciting fruit flavoured ciders, Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape.

The new premium flavoured ciders demonstrate HEINEKEN’s commitment to delivering cider innovation that brings news and excitement and drives incremental value in the modern cider category by attracting drinkers with a “need for experimentation.”

Both 4% ABV variants will be available in single 568ml bottles in all trade channels from March. Bulmers Cider Bold Black Cherry is a crisp cider, cut with the taste of crushed black cherries to deliver intense fruit refreshment: Bulmers Cider Pressed Red Grape offers a tantalising blend of crisp apple cider and red grapes for a refreshing, smooth taste.

Michael Gillane, Brands Director - Ciders at HEINEKEN said: “Genuine product innovation is crucial to maintaining sales and momentum in the modern cider category and flavoured cider has been a key driver of this success. Bulmers Nº17 has lead growth in the modern cider category since 2011 and we estimate that 80% of incremental sales will come from flavoured cider by 2015.

“It is therefore essential to focus innovation on this area and Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape – two of the most successful cider concepts HEINEKEN has ever tested in consumer research- will capitalise on this outstanding opportunity by providing genuine choice and variety.”

The Bulmers’ portfolio will be promoted from March with the biggest marketing investment in the equity to date, which will include a through-the line multi-million pound media campaign spanning new TV advertising, outdoor, digital and social media and experiential support.

The two new 4% ABV variants will enhance an impressive core portfolio comprising Bulmers Original, Bulmers Pear and Bulmers Nº17, which is being renamed and repackaged as Bulmers Cider Crushed Red Berries & Lime to coincide with the arrival of the latest family additions.