Heineken UK, the country’s leading producer and distributor of beer and cider, is significantly strengthening its portfolio of modern packaged ciders with the launch in June of Bulmers Nº17.The launch coincides with the introduction of a contemporary new look which is being rolled out from May across the range of Bulmers ciders, which includes Bulmers Original, Bulmers Pear and Bulmers Crisp Blend, the latest in a series of limited edition flavour variants.
Heineken UK, the country’s leading producer and distributor of beer and cider, is significantly strengthening its portfolio of modern packaged ciders with the launch in June of Bulmers Nº17.The launch coincides with the introduction of a contemporary new look which is being rolled out from May across the range of Bulmers ciders, which includes Bulmers Original, Bulmers Pear and Bulmers Crisp Blend, the latest in a series of limited edition flavour variants.
The radically changed packaging will reinforce the brand’s quality credentials through a combination of its distinctive new shape bottle and a new front label that will improve stand-out on shelf and enhance consumer perceptions of Bulmers as a premium cider brand.
Bulmers Nº17 is a 4% ABV premium quality apple cider with crushed red berries that is cut with a shot of lime to produce an explosive fruit taste. It will be available in all trade channels in the off-trade as a single 568ml bottle.
Sanjay Patel, Brands Director- Cider at Heineken UK said: “No fewer than 50 per cent of today’s cider consumers have been drawn to the category in the last 5 years and the majority of these new drinkers were primarily attracted by the exciting innovation that the category has seen.
Future growth will continue be driven by consumer interest created and sustained through exciting product innovation and Bulmers Nº17 encapsulates this opportunity perfectly. Bulmers Nº17 performed strongly in taste tests among cider and non-cider drinkers and quite clearly ranks as one of the most successful drink concepts that we have ever tested.
The new Bulmers equity –wide packaging design communicates the brand’s quality credentials in a bright, modern way while maintaining the brand’s heritage and authenticity. The new look will also address research which shows that consumers are confused by the number of brand variants on shelf. New contrastingly- coloured labels and the introduction of green glass bottles for Bulmers Pear, clear glass bottles for flavour variants and brown glass for Bulmers Original will help drinkers to instantly recognise their favourite brand in even the most crowded shelves.”
Bulmers Nº17 will be backed with a £ multi-million campaign spanning above and below –the- line marketing support which will include TV, experiential, outdoor, in-bar, in-store, digital and social media activity from June this year.
Source: Heineken
