Product Launch - UK: Heineken's Bulmers Cider Bold Black Cherry, Pressed Red Grape
Click through to view Bulmers Cider Bold Black Cherry and Pressed Red Grape
Heineken's Bulmers Cider Bold Black Cherry and Pressed Red Grape
Category - Cider, flavoured, 4% abv
Available - From next month
Location - UK, nation-wide
Price - Info not yet disclosed, available in 56.8cl bottles
Heineken has launched two new flavours in its Bulmers range in the UK to tap into growing demand for flavoured ciders.
Bulmers Cider Bold Black Cherry and Pressed Red Grape will be backed by a “multi-million pound” media campaign with TV advertising, outdoor, digital and social media and experiential support, Heineken said today (18 February). Bulmers Nº17 will change its name to Bulmers Cider Crushed Red Berries & Lime as part of the new flavours launch, Heineken said.
Heineken estimates that 80% of incremental sales will come from flavoured cider by 2015.
Last year, Heineken sold unused cider brand Gold Label to UK cider maker Westons for an undisclosed fee.
HEINEKEN, the UK’s leading producer and distributor of cider and beer, is strengthening its range of Bulmers modern ciders with the launch of two exciting fruit flavoured ciders, Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape.
The new premium flavoured ciders demonstrate HEINEKEN’s commitment to delivering cider innovation that brings news and excitement and drives incremental value in the modern cider category by attracting drinkers with a “need for experimentation.”
Both 4% ABV variants will be available in single 568ml bottles in all trade channels from March. Bulmers Cider Bold Black Cherry is a crisp cider, cut with the taste of crushed black cherries to deliver intense fruit refreshment: Bulmers Cider Pressed Red Grape offers a tantalising blend of crisp apple cider and red grapes for a refreshing, smooth taste.
Lawson Mountstevens, Managing Director- On Trade at HEINEKEN in the UK said: “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. Bulmers Nº17 has lead growth in the modern cider category since 2011 and we estimate that 80% of incremental sales will come from flavoured cider by 2015.
“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 Bulmers’ portfolio will be promoted from March with the biggest marketing investment in the equity to date, which will include a through-the line multi-million pound media campaign spanning new TV advertising, outdoor, digital and social media and experiential support.
The two new 4% ABV variants will enhance an impressive core portfolio comprising Bulmers Original, Bulmers Pear and Bulmers Nº17, which is being renamed and repackaged as Bulmers Cider Crushed Red Berries & Lime to coincide with the arrival of the latest family additions.
Original source: Company Release
Asia Pacific Breweries is Heineken’s joint venture in Singapore, with a variety of brands and consumer beverages that enjoy prominence in their local markets. The venture is crucial to the firm's grow...
Heineken, the world’s third largest brewer and leading cider producer, continued its aggressive acquisitive expansion in 2012 with the purchase of Asia Pacific Breweries. This profile considers the ex...
- Interview - Bacardi global marketing boss, whisky
- Has Coca-Cola Jumped From Frying Pan to Fire?
- Constellation grapples with glass as reality bites
- Coca-Cola can unleash Monster with energy plunge
- just The Preview - Carlsberg's Q2 & H1
- Diageo doubles intake for spirits start-ups scheme
- Diageo appoints head for Asia marketing unit
- Second senior exec to depart Bacardi
- Bacardi sees North America president step down
- Constellation recalls Corona over glass threat