S&N take-home sales director Mark Gerken said the company 's research had found that shoppers in major retailers closely associated Bulmers Original with ice. S&N is now in discussions with Polar in the hope of getting a discount on packs of its ice for Bulmers drinkers.
Bulmers is also set to take over sponsorship of the Twenty20 cricket cup from stablemate Strongbow this summer. "It is such a strong summer drink, there is no stronger association for the Brits than cricket in the summer," said Gerken.
Bulmers will also be released in new packs this summer - a 1-litre bottle and an 8x56.8cl multipack.