A radical new look and a new red berry flavour for cider brand Bulmers are set to launch this summer.
The packaging overhaul includes a new bottle shape and new labels across the whole range, plus a move to green glass for Bulmers Pear. It will roll out from the end of April.
There is confusion in the cider category, with similar-looking brands, said senior brand manager Gareth Turner, so the new design is a way of ensuring the brand stands out.
The new flavour, Bulmers No17, will be a permanent addition to the range and is a 4% ABV apple cider with crushed red berries and a shot of lime. It will be launched in June.
"A lot of the growth in the cider category is coming from fruit ciders," Turner said. "From extensive consumer testing we know that this flavour appeals to both cider and non-cider drinkers alike, which will help stimulate growth for both the brand and the category."
The new flavour will be supported by a "multi-million" pound marketing investment, which will include TV, posters and social media as well as activities in pubs and bars to drive "deeper engagement" with the brand, said Turner.
"This is about making sure Bulmers is leading the cider category and not just following any more," he added.