Heineken expands cider portfolio

02 March 2017

Heineken is expanding its cider offering with two artisanal apple ciders under the Bulmers brand.

Bulmers Orchard Pioneers is a collaboration with two of the 'most passionate and expert' apple growers in Herefordshire – Kier Rogers and 'one of the only female cider growers in the country', Sarah Hawkins.

The powers that be at Heineken have identified artisanal apple cider as a key category driver over the next four years and Heineken hopes to drive growth and bridge the gap between mainstream apple cider and more premium artisanal apple cider.

Sarah's Red Apple Cider is a medium-bodied sparkling apple cider, with the 'subtle bittersweet' taste of true Herefordshire apples. Kier's Cloudy Apple Cider is also a medium-bodied sparkling apple offering, but with the flavour of 'fresh apple juice and subtle caramel sweetness'.

'We see people come into the category and are attracted to the variety, we are tapping into the trend for Cloudy Cider,' Emma Sherwood-Smith, cider director at Heineken explains. Her team hope these ‘adult offerings’ will keep consumers interested in cider where they have previously dropped off as their tastes have evolved.

Sarah’s Red Apple and Kier’s Cloudy Apple cider will be available this month in single 500ml bottles. A £2million campaign will support the launch of the two launches.

Heineken, 01432 352000

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