Bulmers Nº17 'for the Y Nots'
New cider Bulmers Nº17 is the ideal drink for the 'Generation Y Not' — 18 to 24-year-olds who like to rise to the challenges of today's society through experimentation - according to research commissioned by Heineken UK.
The report found that while many people in their 30s and 40s are reluctant to try new things, the younger generation are the ones embracing change and fresh experiences.
"They are much more creative, entrepreneurial and experimental about the way they approach not only their careers but also life in general," said report spokesman Dr Rob Yeung.
Available in 568ml bottles, Bulmers Nº17 is a 4% ABV apple cider with crushed red berries.
It was launched in June and is being backed by a multi-million campaign including TV advertising.
