Bulmers finds its blueberry thrill

Bulmers blueberry cider

Bulmers is launching a Wild Blueberry & Lime variant, supported by a £2m marketing campaign.

The launch follows research indicating young adults’ desire for flavour experimentation in Cider is showing no signs of slowing down.

Bulmers Wild Blueberry & Lime will be available from mid-February. The new SKU comes in a 568ml bottle at 4% abv with a label that will “deliver huge stand out on shelf”.

Emma Sherwood-Smith, Cider Director at Heinekin, commented: “Bulmers Wild Blueberry & Lime cider addresses both consumer demand for blueberries as well as the trend for experimenting with different flavoured ciders.

“Heineken’s expertise with NPD in cider is unrivalled and, most importantly, it works.  Last year’s launch, Bulmers Zesty Blood Orange, was the biggest cider NPD of 2015.  It brought one million people into the Bulmers brand, 50% of which were new to the cider category – which is good news for retailers.”

Bulmers expects drinkers to “pounce” on its latest offering, and advises retailers to stock up accordingly.

Wild Blueberry & Lime will join the existing Bulmers range which includes Zesty Bloody Orange, Crushed Red Berries & Lime, Original and Pear variants. It replaces Bulmers Cider Bold Black Cherry.