Bulmers has introduced a new look and bottle shape, which hit shelves early this month.
The new design and 500ml bottle draws on the brand’s heritage and orchard credentials, clearly referencing apples alongside a revamped logo and labels.
The re-launch of Heineken’s leading packaged cider is an attempt to drive value in the category and build retailers’ businesses by commanding a premium price.
Emma Sherwood-Smith, Cider Director at Heineken said: “We’re clearly calling out Bulmers’ 130 years of cider making expertise. We continue to push the boundaries of cider, with our new look, our consumer marketing and our associations through music, partnerships and festivals.
“The cider shelves are getting more competitive, so it’s right that the most famous packaged cider brand should stand out on the shelf.”
