Heineken adds two new flavours to Bulmers Cider range
Owner Heineken predicts that 80% of new sales in the cider category will come from flavoured cider by 2015.
As a result, it will be bolstering its Bulmers brand next month with the two new additions, Bold Black Cherry and Pressed Red Grape, and is relauncing No 17 as Bulmers Crushed Red Berries & Lime.
“Genuine product innovation is crucial to maintaining sales and momentum in the modern cider category and flavoured cider has been a key driver of this success,” said Lawson Mountstevens, on-trade managing director.
“It is therefore essential to focus innovation on this area and Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape – two of the most successful cider concepts Heineken has ever tested in consumer research - will capitalise on this outstanding opportunity by providing licensees with genuine choice and variety.”
The brewer will be supporting the expanded range with a multi-million pound marketing campaign to include new TV advertising, posters, online activity and sampling.
Both the new 4% ABV variants and the relaunched No17 will be available from the beginjing of March in 568ml bottles across both the on- and off-trade.
