Bulmers is UK’s No. 1 Modern Cider

 Breaking News
  • UK Grocery Prices Rising at Fastest Rate in Four Years The latest grocery market share figures from Kantar Worldpanel, for the 12 weeks to 5 November 2017, show UK supermarket sales have increased in value by 3.2% year-on-year in the run up to Christmas. Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, explains: “Volume sales have increased by less than 1%, meaning it’s [...]...
  • Alcohol Minimum Unit Pricing to Go Ahead in Scotland The UK Supreme Court has ruled that minimum unit pricing for alcohol, which was passed overwhelmingly by the Scottish Parliament in 2012, can now proceed. Scottish Health Secretary Shona Robison has welcomed the decision and confirmed she intends to make a statement to Parliament shortly, setting out the Scottish Government’s next steps. Following the unequivocal backing [...]...
  • GEA Brings Together Technologies to Supply Extended Production Line For BMI GEA has recently been selected to supply an extended pasta filata cheese production line for BMI in Jessen, Germany. With this exemplary project GEA brings together its joint cheese-making expertise, resulting from its acquisition of de Klokslag and CMT in 2014 and 2015 respectively, with GEA’s flow and processing experience to provide a single offering for this [...]...
  • Bosch Packaging Technology Wins German Design Award 2018 The Sigpack VPF (Vertical Platform for Flat Pouches), the first freely scalable flat pouch machine from Bosch, has been honoured with the German Design Award 2018 in the Excellent Product Design category. The German Design Council presents the prestigious award on an annual basis. The German Design Award is the second prestigious accolade for the [...]...
  • Premier Foods Returns to Revenue Growth Premier Foods, the UK convenience food group, has reported group revenue of £353.3 million for the 26 weeks ended 30 September 2017 – an increase of 1.5% on the prior period – with Branded revenue in line with last year at £295.4 million while Non-branded revenue increased by 10.1% to £57.9 million. Group reported half year [...]...

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



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • November 28, 2017Fi Europe
  • December 4, 2017Plastics and Paper in Contact with Foodstuffs 2017
  • January 8, 2018RAI Exhibition
  • January 16, 2018Sival Plant Production Trade Show
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here