FDBusiness.com

Bulmers is UK’s No. 1 Modern Cider

 Breaking News
  • Florette Further Expands its UK Business In line with its strategy to be a major player within the UK fresh produce category, Florette UK & Ireland (part of the French Agrial group) has acquired the Wigan site of MyFresh Prepared Produce, a producer of a wide range of salad and vegetable products. MyFresh, Wigan, which employs almost 300 people and was [...]...
  • FrieslandCampina Simplifies its Organisation Royal FrieslandCampina intends to simplify its organizational structure into four to be set up global business groups – Consumer Dairy, Specialised Nutrition, Ingredients and Basic Dairy. A less complex structure will enable FrieslandCampina to more decisively respond to the market developments and to innovate better with respect to strategic priorities. The objective of the new [...]...
  • Heineken’s Acquisition of Punch is Cleared The Competition and Markets Authority (CMA) has accepted proposals by Heineken to resolve concerns over its £402.7 million acquisition of Punch Taverns, one of the UK’s largest leased pub companies, with a portfolio of more than 3,500 pubs nationwide. In June, the CMA said that Heineken’s proposed purchase of part of the Punch Taverns estate [...]...
  • Changing Consumer Tastes Drive Long-term Global Sugar Market Slowdown The consumers’ shift away from sugar consumption is an important driver behind significant changes in the food and beverage industry. These changes will have long-term ramifications, including a likely slowdown in the worldwide sugar market, according to the latest report of Rabobank ‘Sweetness and Lite’. A combination of changing preferences, product reformulations and government pressure have [...]...
  • How is the Rise of E-Commerce Changing the Role of Physical Stores? The rise of the internet has allowed retailers to directly connect with consumers from beyond the physical store revolutionising the competitive space more than ever. The world recently saw the acquisition of Amazon and Whole Foods which sent shock waves through the retail industry. This unforeseen merger has put retailers under pressure more than ever [...]...
  • SPX FLOW Appoints Pierre Sbabo as Vice President, Food and Beverage in EMEA SPX FLOW has announced the appointment of Pierre Sbabo as the Vice President of its Food and Beverage business in EMEA. He comes from a strong background in the water and process technology markets with truly international experience. With a Master’s Degree in Marketing and International Business from ESC Chambery, Sbabo has worked for global leaders [...]...

Bulmers is UK’s No. 1 Modern Cider

Bulmers is UK’s No. 1 Modern Cider
October 25
09:18 2013

Heineken, the UK’s leading cider and beer business, continues to gain cider sales with latest total trade data showing that Bulmers has risen to become the UK’s no.1 ‘modern cider’ for the first time in the brand’s history. Increasing its total volume share of modern cider to 21%, Bulmers’ combined on and off-trade sales are now worth over £229 million.

The Herefordshire cider, which has benefited from the launch of two new permanent flavour variants and heavyweight marketing support this year, is now second only to sister brand Strongbow in the total cider category where Bulmers commands value and volume shares of 9% and 7% respectively.

Driven by the modern segment, the cider category has experienced meteoric growth in recent years, as consumers increasingly look to widen their drinking repertoires and experiment with new flavours. Growing by more than 8% in the last year alone, flavoured ciders are forecast to deliver 80% of total cider growth by 2014, in a category which is currently worth over £247 million.

Successfully tapping into this demand, Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape have driven sales for the Bulmers equity, with Bulmers overtaking its nearest competitor brand for the first time this summer. The brand now has a 21% value share of the total modern cider segment and an 8% value share of total cider.

Jacco van der Linden, marketing director at Heineken, says: “Bulmers now enjoys the highest household penetration of any cider or beer brand in the UK. The brand has benefited from a powerful combination of product innovation and a multi-million pound marketing campaign. This outstanding performance cements Bulmers place at the forefront of modern cider development and highlights the brand’s potential to shape future success in the cider category.”

The Bulmer’s portfolio has been supported by Heineken’s biggest marketing investment in the equity to date which, as part of an overall £10 million support plan, includes a £3 million media investment specifically designed to drive awareness and trial of the new flavours.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 11, 2017drinktec
  • September 13, 2017FI Asia
  • September 19, 2017PROCESS EXPO 2017
  • September 22, 2017Global Summit on Food & Beverages
AEC v1.0.4

The Magazine

F&D Business Preferred Suppliers

Advertisements