ays numbers new cider
g revamp in time for summer, reports Scott Wright
vigorous innovation process on all our cider brands. “Consumers are telling us they want a cider with fruit; a cider with real authentic taste but also an interesting fruit twist. That’s what we based the liquid on.
“The insight around this category also shows that consumers love experimenting and trying new things, and that’s what we’re providing for them. We’re confi dent we’ve got the right one.” As for its target consumer group, Patel said No.17 was being pitched at 20-25 year olds, a slightly younger crowd than Bulmers Original aims for, and expects it to appeal to drinkers of
“all different kinds of categories”. And, while he acknowledged that the fruit-fl avoured cider market is saturated with brands, he’s convinced the credentials inherent to Bulmers ensure it isn’t unduly affected by the ‘me too’ syndrome. “We defi nitely see fruit [cider] as a
growth area,” he told SLTN. “A lot of brands are operating in it. The difference we’ll bring is scale and consumer respect in the area. “When someone sees an innovation
from Bulmers it brings a lot of credibility.
“The Bulmers brand will bring scale and credibility, and will defi nitely drive more people to the fruit-fl avoured area.
The new bottles and labels aim to help consumers differentiate between the four Bulmers ciders.
“That’s what we’re looking to do: we want people to come into the category and try different fl avours. This will defi nitely attract people from outwith the cider category and get new drinkers [for cider] in the on-trade.” Patel ruled out the possibility of Heineken having any more than four ciders in the Bulmers range at any one time, though said there is still plenty
of scope to try new things within that number. The strategy, he said, will be to always carry Bulmers Original, Pear, an apple or pear-based and a fruit- based variant. “We think that four is the right number in terms of what we offer the consumer and also in terms of the support we can give to the trade to bring them to life as well.”
April 28, 2011 - SLTN - 31
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