New Bulmers and Foster's Radler success down to 'bright summer' and 'customer insight'

By Gurjit Degun

- Last updated on GMT

Related tags Marketing Cider Bulmers

Foster's Radler: it has seen total sales hit the 15 million bottle mark
Foster's Radler: it has seen total sales hit the 15 million bottle mark
Heineken UK has put the success of the new Bulmers variants and low ABV lager Foster’s Radler down to a “bright summer” and “genuine consumer insight”.

Bulmers launched two new 4% ABV premium flavoured ciders in March – Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape.

Heineken said that in six months it has shipped more than four million bottles of the new ciders, securing distribution in over 7,000 on-trade venues.

It added that Bulmers has now grown its volume within modern packaged cider to 19.4%, making it bigger than its nearest competitor.

According to the firm, the new flavours have also helped build market share for the Bulmers portfolio, which is now worth over £122m, with 8.2% volume and 8.3% value share of total cider in the on trade.

The Bulmer’s portfolio is supported by a multi-million pound marketing campaign ‘In the Beginning’.

Foster’s Radler, also launched in March, has seen total sales hit the 15 million bottle mark this month. According to Heineken, blind tests show that 61% of drinkers prefer the lager to its nearest competition.

'Customer need'

Heineken UK marketing director Jacco van der Linden said: “Innovation is crucial to any category and has become one of the fundamental growth drivers of cider and beer.

“We’re delighted that our latest NPD (new product development) initiatives are already delivering a significant proportion of our total cider and beer sales making the UK business one the most innovative in the Heineken Group.

“The new Bulmers flavours and Foster’s Radler are riding high on the back of a bright summer, but their success is grounded in the fact that the new products were shaped by genuine consumer insight and fulfill a real consumer need.

“We will continue to nurture Bulmers and Foster’s Radler and drive further momentum into the autumn and beyond giving licensees an outstanding opportunity to stock up and increase sales.”

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