Bulmers launches Summer Blend

A new pear and apple cider under the Bulmers brand marks the start of a "major investment and innovation programme" for the range, the Morning Advertiser can reveal.

Bulmers Summer Blend will launch this month as a limited edition in time for summer, the key sales period for cider, and will initially be available in 568ml bottles to existing stockists of Bulmers Original.

The variant is lighter in flavour and colour than Bulmers Original and Bulmers Pear and is the "perfect summer cider," said brand owner Heineken UK.

"As category leader, long-term focus is key for sustained growth," said brand manager Doug Cook.

"We'll be rolling out a series of limited editions to broaden appeal and usage of the brand and category, recruiting consumers who want to try something new and building relevance to existing cider drinkers."

The launch of Summer Blend will be supported with a "major" marketing campaign, to include four weeks of outdoor poster adverts in May and June.

PoS will also be available to stockists.