Bulmers launches new flavours range in time for summer
Much-loved Irish cider brand Bulmers is giving more reasons to celebrate this summer with the launch of two new flavours, Bulmers Strawberry & Lime and Bulmers Berries.
The new range, which is now available across both the on- and off-trade, reflects Bulmers’ commitment to meeting growing consumer interest in fruit-forward, refreshing cider options
The new range, which is now available across both the on- and off-trade, reflects Bulmers’ commitment to meeting growing consumer interest in fruit-forward, refreshing cider options.
Both new variants have been developed through extensive consumer testing, ensuring the right balance of sweetness, refreshment, and drinkability.
Bulmers Strawberry & Lime delivers a light, refreshing taste, blending sweet strawberries with a crisp citrus twist, while Bulmers Berries combines strawberries, raspberries, and blueberries to create a bold, juicy flavour with a smooth finish that feels both premium and contemporary.
The result is a range designed to appeal to both existing Bulmers drinkers and a new generation seeking more variety in their choices.
To mark the launch, Bulmers is rolling out a fully integrated campaign, including video-on-demand, outdoor, social, digital audio, and radio, as well as sampling activations in both the on- and off-trade, that will help drive trial throughout key summer moments.
This support underscores Bulmers’ commitment to helping licensees unlock the full commercial value of the new range.
Across off-trade channels, Bulmers will also be working with retail partners to help support the launch in-store with takeovers, POS and dedicated social media activity.
Commenting, Siobhan Casey, head of Brand for Bulmers, said: “This launch marks an exciting moment for Bulmers as we expand our range in line with growing consumer demand for high-quality, fruit-forward cider options.
“Strawberry & Lime and Berries reflect our ambition to elevate flavour within the cider category, delivering a fruit-led cider with a more mature, sessionable taste that is refreshing, contemporary and full of character.
“Flavoured cider presents a real opportunity for the trade, and we believe these new additions will not only strengthen the Bulmers portfolio but also help drive value and excitement across the category in 2026 and beyond.
“We’ve had a great response from venues so far, looking to tap into the growing market, and we’re looking forward to working with them over the coming months.”
Bulmers Strawberry & Lime and Berries are available to the on-trade in 500ml bottles.
The new range has also launched into Ireland’s off-trade in 500ml single bottles and 4x500ml packs, and is available nationwide in all major retailers and convenience stores.
The new flavours complement Bulmers’ existing portfolio, including its Original Apple Cider, Bulmers Light and Bulmers 0.0, which launched last year and has proven successful with those looking to moderate.
