Berry nice move: Bulmers unveils fruitful new option for summer
CIDER giant C&C is hoping to repeat the success of last year’s Bulmers Pear launch by striking out with another fruity variety, Bulmers Berry.
The latest addition to the drinks giant’s stable was unveiled yesterday and will be rolled out across the country over the coming months before a €1m-plus marketing campaign kicks off in May.
Bulmers managing director Michael Merrins said the berry-flavoured cider could “absolutely” achieve the same success as Bulmers Pear, which “completely reinvigorated the brand” and accounted for as much as 15pc of Bulmers’ monthly “packaged” sales last year.
Bulmers Berry has already secured the same distribution as Bulmers Pear, and Mr Merrins said initial reaction from trade had been positive – “no one’s telling us they don’t have room for it”.
The new product comes a year after Bulmers first moved beyond its traditional appleflavoured cider with the pear launch. “We’re going to try and do something new every year,” Mr Merrins said, adding that the cider-maker has “no concerns” about the new Bulmers’ ciders cannibalising each other’s markets.
Bulmers’ move into new cider varieties came after three brutal summers, which took a serious toll on sales here and in Britain.
“There’s going to be no more blaming the weather; it’s off the agenda,” said Mr Merrins. He said Bulmers is planning for “an awful summer” weather-wise.
The berry cider will be launched in the Irish market, with Britain expected to follow if it is a success.