Heineken is celebrating 125 years of Herefordshire cider making by HP Bulmer with the introduction of a limited edition Bulmers Vintage Reserve cider, made from British bitter sweet apples.
The new 5.5% ABV edition cider will be available only in single clear glass 568ml bottles from this month, and is expected to sell at a 20p premium to Bulmer’s variants.
Senior brand manager Gareth Turner said the new product would appeal to both younger new cider drinkers and older consumers who were looking for a more traditional offer: “This new launch taps into new cider drinkers need for innovation and new news, but it also tips more than a wink at heritage and tradition.”
He added that the launch would be backed by a heavyweight campaign including the use of social media.
Contact: 08457 101010