Bulmers launches ‘artisanal’ cider brand Orchard Pioneers

By Daniel Woolfson

- Last updated on GMT

Bulmers' new brand: ideal for 'lapsed' cider drinkers
Bulmers' new brand: ideal for 'lapsed' cider drinkers
Heineken UK is growing Bulmers' portfolio with the release of two ciders under new brand 'Orchard Pioneers'.

Kier’s Cloudy Apple and Sarah’s Red Apple will be available across the on-trade in 500ml bottles from this month onwards.

They were named after growers Kier Rogers and Sarah Hawkins.

Heineken cider director Emma Sherwood-Smith said: “The relationship with growers has always been at the heart of our cider business; from the late 19th​ century when the company encouraged locals to grow apple trees on their land to the present day in which we currently work with around 180 growers across 10,000 acres of local orchards."

Expand drinkers' repertoires

She continued: “As the UK’s number one cider producer, we are committed to driving the cider category’s success for our customers. Bulmers Orchard will expand drinkers’ repertoires and act as a stepping stone on to premium artisanal ciders, adding value for the operator and category.”

Orchard Pioneers would be best suited to food-led operators or wet-led operators who offer a substantial "food experience", Heineken said.

The launch will be accompanied by a £2m marketing push targeting ‘lapsed’ cider drinkers, primarily aged between 24 and 44, who are looking for a point of entry back into the category.

Related topics: Cider

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