The DeCider
Ireland has seen an increase in the popularity of cider, with both established brands and small independent producers gaining a foothold. This shift has been fuelled by changing consumer preferences, with more people seeking refreshing, fruit-forward alternatives to beer. The Irish cider scene is also supported by the country’s favorable apple-growing conditions, which contribute to the high quality of its products. With an expanding export market and increasing consumer interest in sustainable production methods, the Irish cider market is poised for continued growth and innovation.
A legacy of craft and refreshment
Bulmers is celebrating its 90th birthday this year
Founded in 1935 by William Magner in Clonmel, Co. Tipperary, Bulmers was inspired by the region’s rich apple-growing heritage. A partnership in the 1940s with H.P. Bulmer of Hereford led to the name they proudly carry today. Through the years, their dedication to quality ingredients and time-honoured craftsmanship has remained unchanged.
Every drop of Bulmers is made in Clonmel, where our cider is pressed, fermented, and matured for up to 18 months, creating its signature crisp taste. This careful process ensures each bottle stays true to Magner’s original vision.
Bulmers has always been about bringing people together, from summer festivals to cozy nights in. This milestone is a tribute to its loyal customers and cider lovers who have been part of the journey.
With innovation and tradition at its core, here’s to 90 years of great taste, great moments, and many more ahead.
New kind of refreshment
A new season calls for a new kind of refreshment, and Ruby Black is here to deliver just that. This new cider, joining the rest of the Mac Ivors line up, is rolling out now to bars and off-licences across Ireland.
At its core, Ruby Black is a carefully crafted blend of apples, blackcurrants, and mint, creating a unique harmony of flavours that strike the perfect balance between crisp, tart, and refreshing.
Ruby Black acts as a disruptor to the cider category, standing out against other fruit ciders with its natural vibrancy and bold taste. Whether you want to enjoy it straight from the can, over ice or on draught, it provides a fresh twist to any occasion.
The thirst came to create something new!
It’s hard to believe it’s been 10 years since Orchard Thieves cider burst onto the scene to shake up the cider category, coming in as a challenger brand to the market leader. Since the launch, Orchard Thieves has enjoyed amazing success, including thieving the number one spot as the biggest draught cider in Ireland and continuing to grow this share in the last 12 months*
The new less sweet line extension, Orchard Thieves Wild, launched in Ireland in March 2024. Orchard Thieves Wild is a less sweet apple cider with a crisp refreshing finish. It has dramatically reduced sugar content (2.2g per 100ml), less calories, lower 4 ABV% and no artificial sweeteners.
Orchard Thieves Wild was launched with significant media investment which saw advertising on TV, a national media campaign with billboard advertising and pub sampling activations throughout the year, calling all consumers to ‘Head for the Wild’ and try the new less sweet variant.
Orchard Thieves Wild has already thieved some amazing commercial results, selling just shy of a +1million* drinks in year one, and has gained strong nationwide distribution across pubs and restaurants as well as being widely available in supermarkets and off-licences.
The new less sweet cider has also achieved strong brand love results, with 74% of Irish consumers being aware of the new product and 35% of consumers tasting the new product in the first 5 months of launch**
* Source: “CGA OPM data to January2025’
**Source: Kantar Cider Equity data to Dec 2024
