Heineken launches Red Apple Bulmers

By Robyn Black

- Last updated on GMT

Related tags: Apple, Bulmers

Bulmers: Red Apple variant
Bulmers: Red Apple variant
Heineken is to launch a second seasonal cider under its Bulmers banner — a Red Apple variant for autumn. The company said it wanted to capitalise...

Heineken is to launch a second seasonal cider under its Bulmers banner — a Red Apple variant for autumn.

The company said it wanted to capitalise on the success of its first seasonal offer, Summer Blend, which was launched in July and "surpassed expectations".

"Bulmers Summer Blend proved to be an outstanding success," said brand manager Doug Cook. "It was popular not only with existing cider drinkers, but also helped grow the category by introducing more people to cider. Red Apple is a fantastic liquid and we are confident that it will continue to be just as successful."

The cider has been made from red Katy Apples, which are the first to ripen in Here- fordshire orchards, and is a "rich, flavoursome" cider, perfect for autumn. It will

hit bars at the start of November and will be available until next spring.

"Cider is still enjoying massively popular appeal, and there are nearly three million new drinkers who have enjoyed a chilled cider in the UK in the last five years. As these new drinkers become more discerning, the Bulmers Limited Editions are certain to appeal to those who want to experiment a little," said Cook.

The launch will be supported with a major marketing campaign that will include outdoor advertising in November.

Related topics: Beer

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