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.”




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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