Heineken aims to bridge gap between mainstream and premium ciders

06 March, 2017

Heineken has added two artisanal ciders to its Bulmers portfolio under the sub-brand, Bulmers Orchard Pioneers.

The new sub-brand, which is a collaboration with two of Heineken’s key apple growers in the Herefordshire area, has been crafted to help drive growth in the ‘artisanal cider’ category, which Heineken has identified as a key growth area, bridging the gap between mainstream apple cider and more premium, artisanal ciders; from a trusted brand.

To create the two ciders Bulmers has teamed up with two Herefordshire cider makers, Kier Rogers and Sarah Hawkins, to create: Sarah’s Red Apple Cider, a medium bodied sparkling apple cider; and Kier’s Cloudy Apple Cider, a medium bodied sparkling apple cider with fresh apple juice and subtle caramel flavours.

Kier and Sarah have collaborated on all part of the project, including recipe development and shaping the design.

Emma Sherwood-Smith, cider director at Heineken, said: “Bulmers is a brand with a rich cider making heritage and provenance, starting 130 years ago in 1887 with our pioneering founders, Fred and Percy Bulmer. The relationship with growers has always been at the heart of our cider business, from the late 19th century when the company encouraged locals to grow more apple trees on their land, to the present day where we currently work with around 180 growers across 10,000 acres of local orchards.

“As the UK’s number one cider producer, we are committed to driving the cider category’s success for our customers. Bulmers Orchard Pioneers will expand drinkers’ repertoire and act as a stepping stone into premium artisanal ciders adding value for the retailer and category.”

The two variants will be available in 50cl bottles and 4x33cl can packs. The launch will be supported by a £2m campaign.

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