Bulmers ‘Berry’ latest addition to firm’s range of cider products
The drink will join the Clonmel-based company’s Original and Pear cider variants, the latter of which was only launched last year.
Bulmers’ managing director Michael Merrins said the berry variant fills a largely untapped but growing market space: “Following the successful launch of Bulmers Pear last year, it became evident the fruit cider market presented an exciting and logical extension for Bulmers, driving our commitment to growing the cider category while responding to consumer demand.”
The new cider drink comprises a mix of apples, strawberries, raspberries and blackcurrants with an alcohol volume of 4.5%. It will be available in pint bottle and longneck bottle format in pubs and in 500ml cans in the off-trade. The move comes less than a year after Bulmers introduced its pear cider product – which, itself, was the first new product the company had introduced to market since Bulmers Light seven years before. An extension of the new berry variant into the twin Magners brand outside of Ireland is likely to follow at a later date.
Management at C&C Group – which ultimately owns Bulmers here – hinted last year at the possibility of strengthening the Bulmers product portfolio, something which Mr Merrins said was still possible to further, even after this latest launch. “We’re very active at looking at continued innovation. Although we weren’t first to market with the pear and berry variants, we are number one in Ireland in the former and hope to follow suit with the latter. It’s been seven years since we launched Bulmers Light and there was nothing in between before Bulmers Pear.”
Swedish company, Kopparberg – which has its pear and mixed fruit cider products distributed in Ireland by Richmond Marketing – has a number of variants in its international brand range, including apple and apple and lime flavours.
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