Marketing

Bulmers launches ‘Forbidden Flavours’

Bulmers has launched four new flavoured ciders onto the Irish market via the Forbidden Flavours range.

Bulmers has launched Forbidden Flavours, a range of four flavoured ciders:

Cloudy Lemon is the first to market Irish cider with blends of natural lemon and citrus flavours which give a zesty twist to the original.   

Strawberry & Lime combines the sweet juiciness of ripe strawberries with a super-refreshing twist of tangy lime fused with Bulmers to give a cider packed with fruity notes.

Berry Berry is the original apple cider harmonised with blackcurrants, raspberries and strawberries, producing a berry-like colour.

Juicy Pear, where the brewing team has added a slower fermentation process to maximise flavor, delivering a delicately light and refreshing taste, sweet and dry on the finish.

Produced in Clonmel, Co Tipperary, Forbidden Flavours are aimed at the “20-something” consumer.

“This quartet of flavours delivers a new cider taste experience the natural way,” claimed Bulmers Marketing Manager Belinda Kelly, “We really think that Forbidden Flavours will appeal to the person walking into a pub and wanting something truly refreshing with a bit of an edge and a hint of sweetness.

“It’s no secret that the drinks industry has been challenged over the past number of years but Bulmers is taking on that challenge,” she concluded.

Now available in 500ml non-returnable bottles in both the on- and off-trade, Forbidden Flavours has a distinctive packaging design topped with a colour-coded foil.  Like Bulmers Original, it’s best served over ice, but with a slice of fruit.

The launch is being supported by Above- and Below-The-Line advertising together with a dedicated Public Relations and trade marketing campaign.

 

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