Bulmers adds to its portfolio

22 March, 2010

Bulmers is cashing in on summertime cider drinking with its launch of Summer Blend, a “specially blended light and refreshing” cider made from apples and pears.

It will be available from the beginning of April and is lighter in flavour and colour than Bulmers Original and Pear.

The new edition to the portfolio is the first in a series of limited-edition flavours.

Brand manager Doug Cook said: “Long-term focus is key for sustained growth. We’ll be rolling out a series of Bulmers limited editions to broaden the appeal and usage of the brand and category, recruiting consumers who want to try something new and building relevance to existing cider drinkers.”

The Bulmers Summer Blend launch will be supported by a major marketing campaign including four weeks of heavyweight outdoor advertising in April and June and POS kits.

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