Bulmers adds new blueberry flavour to cider range

Bulmers Wild Blueberry & Lime cider

A new flavour has been unveiled by Heineken UK for its Bulmers range of ciders, picking up on the popularity of blueberry.

Bulmers Wild Blueberry & Lime, with ABV of 4%, has been added to the line-up in 568ml bottles, replacing Bulmers Bold Black Cherry. It is recommended for serving over ice with optional lime wedges added.

Its launch is supported by a £1.2m marketing and advertising campaign. It joins Bulmers Zesty Bloody Orange, Bulmers Cider Pear, Bulmers Crushed Red Berries and Lime. and Bulmers Cider Original.

Emma Sherwood-Smith, cider director at Heineken, said: “Blueberries’ popularity is soaring in the UK, yet surprisingly, there is currently no mainstream blueberry-flavoured cider in the market, until now.

“The new Bulmers Wild Blueberry & Lime cider addresses both consumer demand for blueberries as well as the trend for experimenting with different flavoured ciders.”

Last year’s launch, Bulmers Zesty Blood Orange, was the biggest packaged cider new product development of 2015, bringing a million people into the Bulmers brand, 50% of whom were new to the cider category.

Another cider with blueberry is the sparkling Italian craft cider Angioletti Rosé with Blueberry, which was showcased at last week’s Craft Beer Rising event in London after being launched in the UK this year.

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