Berry cider joins Bulmers line-up

02 May, 2011

Heineken UK is to add a cider flavoured with crushed red berries to its Bulmers range.

The introduction of Bulmers No 17 coincides with a revamp for the whole Bulmers portfolio.

Bulmers No 17 will be available in 56.8cl (1-pint) bottles and be backed by a marketing campaign including TV and outdoor ads plus social media activity.

The range revamp involves the introduction of a new bottle shape and front label designed to enhance consumer perceptions of Bulmers as a premium brand.

Bulmers Pear will now be packaged in green glass, Original in brown and flavours in clear bottles.

“The new look will also address research which shows that consumers are confused by the number of brand variants on shelf,” said Sanjay Patel, brands director for cider.

“No fewer than 50% of today’s cider consumers have been drawn to the category in the last five year and the majority of these drinkers were primarily attracted by the innovation that the category has seen.”




Bookmark this


Site Search

COMMENT

Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter