summer drinks
Brotherly love
BROTHERS Cider was getting in on the royal wedding act as SLTN went to press.
The brand is in the midst of a major advertising campaign highlighting its best-selling Strawberry and Ginger variants in the build up to summer. The activity is designed to cash in on the intense national interest in tomorrow’s (April 29) marriage of Wills and Kate, with the campaign bearing the tag lines: ‘Kate, you can’t choose your family, but you can choose you
BROTHERS. WELCOME TO THE FAMILY. Please enjoy Brothers responsibly
facebook.com/brotherscider Brothers wants a slice of the wedding action.
Brothers’ and ‘Ginger. Always the best man, never the groom’. The campaign, which is being
SLTN_AD_STRAWBERRY_200x169.pdf 19/4/11
promoted on Facebook and Twitter, runs until May 1.
14:47:59
Bulmers pla game with n
country’s biggest producer to add a new fl avour to its range and revamp its packaging design.
Heineken launches new fruit variant and packaging T
HE modern cider drinker’s thirst for new taste experiences has led the
Bulmers No. 17, the fourth addition to the cider brand’s range, was developed
by Heineken UK after research is said to have revealed a demand from consumers for a cider which marries an “authentic taste with an interesting fruit twist”. Available to the trade from June, No. 17 named after the 17th recipe created by Bulmers’ previous, Hereford-based owner, is described as an apple cider with red berries cut with a shot of lime. Joining a stable that already features Bulmers Original, Pear and the current limited edition Bulmers Crisp Blend, its arrival coincides with a brand new look for the cider brand.
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With a new bottle shape and label design developed to boost shelf standout, the updated packaging seeks to highlight Bulmers’ strong cider heritage in a contemporary fashion. The revamp also has the practical aim of helping consumers easily tell the difference between the four ciders in the Bulmers range: brown glass bottles denote Original, green bottles Pear, and clear vessels the fl avoured products in the collection. The new bottles, which will also feature colour-coded labels, will start to be shipped to the trade in May. “The modern cider category has evolved so quickly over the last three years that you need a lot going on just to keep up with the times,” said Sanjay Patel, brands director-cider at Heineken UK. “The reason we’re confi dent [about No.17] is that our innovation is based on strong insight. We go through a very
Come in No.17: the cider hits the bars in June. 30 - SLTN - April 28, 2011
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