Bulmers launches berry cider with heavyweight campaign

According to the company, the new fruit cider enters a largely untapped, growing market with considerable potential.

The launch will be supported by a heavyweight national TV, outdoor, online and sampling campaign.  The company said it has gone for an underground theme for its launch activity in association with the Secret Wars art event.

For the first time, the company plans to roll out a PR, online, viral and word of mouth campaign prior to the launch of the mainstream above-the-line activity in the summer.

It said the launch plan is indicative of its commitment and support of the new cider variant which, it is confident, will be a huge success.

“Bulmers is absolutely delighted to add another extension to our brand portfolio,” said Michael Merrins, managing director, Bulmers, speaking at the launch. “After carefully exploring the opportunities for the brand following the successful launch of Bulmers Pear last year, it became evident that the fruit cider market presented an exciting and logical extension for Bulmers, driving our commitment to growing the cider category whilst responding to consumer demand.

“Our research has shown that the blend of apples with blackcurrants, raspberries and strawberries in Bulmers Berry is spot on in terms of consumer tastes and initial feedback has really filled us with confidence about the potential for Bulmers Berry in Ireland.”

Merrins said Bulmers Pear has, in the 10 months since its launch, grown to become the number one pear cider in the Republic of Ireland based on consumer sales in the licensed and grocery trade. “We anticipate the same success with Bulmers Berry and are putting significant support behind the launch,” he said.

Bulmers Berry is a blend of 17 varieties of apple, similar to Bulmers Original, fused with blackcurrants, raspberries and strawberries.  It will be available in pint bottle and longneck in the licensed trade and 500ml can in grocery and will priced on a par with Bulmers Original.

Pictured: Bulmers managing director, Michael Merrins, launches new cider variant