Bulmers is crowned total market No. 1 modern cider

22nd October 2013

HEINEKEN, the UK’s leading cider and beer business, continues to gain cider sales with latest total trade data showing that Bulmers has risen to become the UK’s No.1 Modern Cider[1] for the first time in the brand’s history. Increasing its total volume share of Modern Cider to 21%[2], Bulmers’ combined on and off-trade sales are now worth over £229million.

The Herefordshire cider, which has benefited from the launch of two new permanent flavour variants and heavyweight marketing support this year, is now second only to sister brand Strongbow in the Total Cider category where Bulmers commands value and volume shares of 9% and 7%[3] respectively.

Driving on -trade growth

Driven by the Modern segment, the Cider category has experienced meteoric growth in recent years, as consumers increasingly look to widen their drinking repertoires and experiment with new flavours. Growing by more than 8% in the last year alone[4], Flavoured Ciders are forecast to deliver 80% of total cider growth by 2014[5], in a category which is currently worth over £247m[6].

Successfully tapping into this demand, Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape have driven sales for the Bulmers equity, with Bulmers overtaking its nearest competitor brand for the first time this summer. The brand now has a 21% value share of the total Modern Cider segment and an 8% value share of Total Cider[7].

The importance of innovation

Jacco van der Linden, Marketing Director at HEINEKEN, said: “Bulmers now enjoys the highest household penetration of any cider or beer brand in the UK. The brand has benefited from a powerful combination of product innovation and a multi-million pound marketing campaign. This outstanding performance cements Bulmers place at the forefront of Modern Cider development and highlights the brand’s potential to shape future success in the cider category. “

The Bulmer’s portfolio has been supported by HEINEKEN’s biggest marketing investment in the equity to date which, as part of an overall £10 million support plan, includes a £3m media investment specifically designed to drive awareness and trial of the new flavours.