GUIDE TO CIDER
Introduction
Welcome to the 'Bulmers Guide to Cider' which introduces you to the home of Bulmers at Annerville, Clonmel, Co Tipperary. Here, you will get an exclusive behind the scenes look at the time honoured tradition of cider making, which has been mastered over the last seven decades and an insight into the commercial success of the flagship brand, Bulmers Original Cider, and the export brand, Magners Irish Cider.
Bulmers is truly an Irish success story, having grown its share of the beer market from 2.8% to over 10% in less than 10 years, and the brand continues to grow.
Through a successful marketing campaign, infusing a mature intellectual appeal into the brand, Bulmers has changed attitudes to cider and recovered a brand that had been subject to declining sales, low pricing and low profits.
Communicating Naturalness, Tradition, Heritage and Craft was the beginning of a new journey. The Vats, and the slogan 'Nothing Added but Time' presented a new image of quality and maturity, which was not expected from a cider brand. Over the years, the brand continued to emphasise that quality and craftsmanship take 'Time' and that emphasis on 'Time' became evident in the communication of 'All in its own Good Time' and more recently 'Time Dedicated to you'.
Through reposition, and the ongoing work with the Cider Industry Council to promote a responsible attitude to the consumption of cider, Bulmers has been a catalyst in reversing the negative image once associated with cider.
Bulmers Ltd. is the only Irish cider producer in Ireland and can boast being the fastest growing drinks brand in Ireland since the mid-90s. The Bulmers Pint Bottle is the biggest selling bottle of any beer in Ireland. And, as a result of this growth, per capita consumption of cider in Ireland is now the highest in the world.
