Bulmers Vintage Reserve (5.5% ABV) replaces Crisp Blend and is available in new one-pint clear bottles with white and gold labelling.
According to Gareth Turner, senior brand manager for Bulmers and Jacques, Vintage Reserve offers a traditionally-flavoured cider produced from 2011’s vintage apple crop. “It’s a bit different and made with 100% bitter-sweet apples,” he exclusively told the Publican’s Morning Advertiser.
Vintage Reserve will be available for 12 months and the brand will be supported heavily in the on-trade by a full PoS kit and will take advantage of so-called ‘augmented reality’ technology.
“The consumer will be able to hold up their smartphones to the drip mat and a virtual pint will appear, showing how it should be poured. It’s all about quality of serve,” said Turner.
The launch of Vintage Reserve marks the beginning of a busy year for the Bulmers brand, with its No17 flavoured cider back on TV in April with a new ad, together with the 125th anniversary celebrations.
“No17 is already the number two flavoured cider on the market and it’s been around for only six months,” Turner said.
“Cider’s market penetration is now ahead of lager for the first time and within the past five years new drinkers came into the category for the first time,” he added.
Vintage Reserve targets drinkers aged in their mid to late 20s.