Blog: Chris MercerCider wars loom in the UK

Chris Mercer | 18 February 2011

There's going to be extra crispness in the UK cider category this summer as the likes of C&C Group, Anheuser-Busch InBev and Heineken slug it out for consumers' loyalty.

Heineken announced this week that it will launch another limited edition of its Bulmers cider brand in the UK.

I'm sure the launch of Bulmers 'Crisp Blend' is little coincidence considering the planned launch by A-B InBev of its own "crisp" and premium cider, Stella Cidre.

Bulmers will beat Stella Cidre to it by launching its latest limited edition version on 7 March. A-B InBev won't be introducing Stella Artois to the cider the world until nearer Easter.

Both companies, however, plan to launch heavyweight advertising campaigns in the build-up to summer. C&C Group, without doubt, will be watching closely.

Let the games begin.


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