Bulmers has introduced a new look and bottle shape for its ciders which will hit the on-trade this month.
The new design draws on the brand’s heritage and orcharding credentials, championing its use of apples, alongside a revamped logo and bold labels.
The relaunch, backed by a £2m investment, is said to reflect founders Fred and Percy’s pioneering attitude to cider as well as providing quality cues.
Brand owner Heineken is also introducing new 500ml bottles across the range, replacing the existing 568ml bottles.
Heineken is relaunching the cider brand to drive value in the category and build licensees’ businesses by commanding a premium price. It extends across all channels including the off-trade.
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 space in fridges is becoming more competitive, so it’s right that the most famous packaged cider brand should stand out on the shelf.
“This £2m re-launch of Bulmers injects excitement and stand-out in the cider category, and consumers won’t be able to miss them in their favourite outlets.”