New look for Bulmers cider range

04 August, 2016

Heineken has overhauled the design for its Bulmers cider range, with new-look bottles due in stores this month.

The company said the move would “drive value in the category and build retailers’ businesses by commanding a premium price”.

Cider director Emma Sherwood-Smith said: “We’re clearly calling out Bulmers’ 130 years of cidermaking expertise.

“We continue to push the boundaries of cider, with our new look, our consumer marketing and our associations through music, partnerships and festivals.

“The cider shelves are getting more competitive, so it’s right that the most famous packaged cider brand should stand out on the shelf.

“This £2 million relaunch of Bulmers injects excitement and stand-out in the cider category.”




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Richard Hemming MW: beware inverse snobbery

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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