Bulmers in summer of experimentation

13 July, 2011

Bulmers has unveiled a summer-long marketing campaign to mark the launch of Bulmers No17, the new cider that contains crushed red berries and a shot of lime.

Experimenters Wanted, a multi-million-pound through-the-line campaign, launched this week. It is fronted by Ben Drew, aka Plan B, the musical artist and filmmaker.

The activity will run throughout the summer, culminating in the Bulmers Cider Garden on London’s South Bank in August, featuring top music arts curated by festival and music guru Rob Da Bank.

Senior brand manager Gareth Turner said:  “We are seeking UK consumers with an experimental spirit to join us in a number of fun activities across the country, the best of which will be used to create the ultimate cider drinking experience –  a cider garden in an iconic London location with top celebrity entertainment.”




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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