Cider continues its inexorable march

27 June, 2008

It seems a long time since the dark days of Bulmers, a seemingly moribund brand which was over-traded, under-packaged and over the hill. The big plastic bottles with 50% extra free symbolised everything that was wrong with the cider market. It had lost confidence in itself and consumers soon felt the same way. Cider was on the rocks - and not in the sense we use that phrase now.

Bulmers' repackaging exercise was obviously spurred by the stellar performance of Magners, and only a severely deluded person would argue the new design didn't owe something to its Irish rival. Retailers don't mind about that: they're just pleased to see such a vibrant category again.

Brand owner Scottish & Newcastle has added a Light variant to the range, with 30% fewer calories, and is ambitious for more growth in the coming year.

"S&N UK will support the Bulmers cider portfolio with a 22 million marketing investment programme that includes TV and radio advertising, POS merchandising and heavyweight consumer sampling," said a spokeswoman.

As market leader, stablemate Strongbow was never likely to grow as dramatically as Bulmers, but 22.3% is pretty remarkable for a brand that's been at the top of the tree for so long. S&N is promising "a 27 million marketing support programme".

This will feature a similar line-up of support to that being offered to its Bulmers stablemate - namely national TV and radio ads, POS material and a major sampling campaign.

A spokeswoman added: "S&N UK will also continue to launch Strongbow in new pack formats to meet evolving consumer needs and market trends."




Bookmark this


Site Search

COMMENT

Faith in fakes

One of the most fascinating stories in wine, fit to stand alongside the Judgement of Paris, is that of Rudy Kurniawan, a man who managed to fool friends, auction houses and experts into believing they were drinking some of the world’s most expensive wines.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter