The launch of Bulmers Light in Ireland’s favourite-sized bottle throughout the on-trade will build on the success of Bulmers Light to date. Launched in 2003, it remains the only light cider on the Irish market.
Bulmers’ Managing Director Michael Merrins commented, “Following the successful launches of Bulmers Berry & Pear, we are delighted to add Bulmers Light Pint Bottle to our portfolio. The light category has performed ahead of LAD in recent years so it makes perfect sense for Bulmers to introduce the iconic Pint Bottle to the Bulmers Light range, strengthening our portfolio and maximising growth opportunities within the category.
“Our research showed that the Bulmers Light Pint Bottle format would be well-received and was very much something that consumers were waiting for, particularly for those who regard Pint Bottle as such good value. There is of course huge potential in the male market as men are becoming more calorie-conscious – Bulmers Light retains the same ABV (4.5 per cent) as Bulmers Original, but with fewer calories.”
Bulmers Light Pint Bottle is available in the licensed trade with a RRP at parity with Bulmers Original. The launch is being supported by a heavyweight national outdoor, press and online campaign.