HEINEKEN is expanding its cider offering to include two new artisanal apple ciders under the Bulmers brand, Bulmers Orchard Pioneers - a collaboration with two of the most passionate and expert apple growers in Herefordshire.
Artisanal apple cider is deemed to be one of the key category drivers over the next four years, and Bulmers Orchard Pioneers has been crafted to help drive this growth by bridging the gap between mainstream apple cider and more premium, artisanal apple cider from a trusted brand.
Bulmers has partnered up with two apple growing experts and cider makers from Herefordshire, Kier Rogers and Sarah Hawkins to launch two variants:
Sarah’s Red Apple Cider: a medium bodied sparkling apple cider, with the subtle bittersweet taste of true Herefordshire apples.
Kier’s Cloudy Apple Cider: a medium bodied sparkling apple cider, with the flavour of fresh apple juice and subtle caramel sweetness.
As well as growing the apple varieties that feature in the ciders, Kier and Sarah have been collaborating on all parts of the project, including recipe development and shaping the design.
Emma Sherwood-Smith, Cider Director at HEINEKEN explains: “Bulmers is a brand with a rich cider making heritage and provenance, starting 130 years ago in 1887 with our pioneering founders, Fred and Percy Bulmer. The relationship with growers has always been at the heart of our cider business, from the late 19th century when the company encouraged locals to grow apple trees on their land , to the present day where we currently work with around 180 growers across 10,000 acres of local orchards.
“As the UK’s number one cider producer, we are committed to driving the cider category’s success for our customers. Bulmers Orchard Pioneers will expand drinkers’ repertoire and act as a stepping stone into premium artisanal ciders, adding value for the operator and category.”
The two Bulmers Orchard Pioneers variants will be available from March in single 500ml bottles. They should be distributed in premium, food led outlets. The launch will be supported by a £2million campaign.