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Heineken's Bulmers Orchard Pioneers - Product Launch

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Heineken's Bulmers Orchard Pioneers

Heinekens Bulmers Orchard Pioneers Sarah’s Red Apple Cider

Heineken's Bulmers Orchard Pioneers Sarah’s Red Apple Cider

Category - Cider, 5% abv

Available - From March

Location - UK

Price - SRP GBP2 (US$2.50) per 50cl bottle (three for GBP5 on promotion); GBP4.50 per 4x33cl can pack (GBP4 on promotion)

Distribution - Heineken

Heineken is using its English apple growers to help brand a new range of Bulmers cider in the UK. The names of two growers - Kier Rogers and Sarah Hawkins - are featured in the initial offerings from the Bulmers Orchard Pioneers range, which is rolling out this month.

Rogers and Hawkins both own orchards in Herefordshire and helped in the creation of the new products, called Kier's Cloudy Apple Cider and Sarah's Red Apple Cider.

Images of the growers also feature on the labels of the ciders.

The Bulmers Orchard Pioneers range is described as "artisanal" and retails for about the same price point as other Bulmers lines.

"Artisanal apple cider is deemed to be one of the key category drivers over the next four years, and Bulmers Orchard Pioneers has been crafted to help drive this growth by bridging the gap between mainstream apple cider and more premium, artisanal apple cider from a trusted brand," Heineken said.

Heineken said it works with about 180 growers across 10,000 acres of orchards in the UK. "The relationship with growers has always been at the heart of our cider business," it said.

Last year, Heineken said it would premiumise Bulmers, with a GBP2m (then-US$2.7m) overhaul that included a new bottle shape and labelling that highlights the cider's heritage.


Sectors: Beer & cider, Product launches

Companies: Heineken

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