MARKETING CASE STUDY
Bulmers is truly an Irish success story, having grown its share of the total cider and beer market from 2.8% to over 10% in less than 10 years, which we will work to continue 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. In doing so it has broken overseas markets as the Magners brand and launched a successful new product, Bulmers Light. Check our Marketing Information Pack, for full details of how we achieved this.
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, we continued to emphasise that quality and craftsmanship take 'Time' and that emphasis on 'Time' became evident in our communication of 'All in its own Good Time' and more recently 'Time Dedicated to You'.
Through repositioning and our work with the Cider Industry Council, to promote a responsible attitude to the consumption of cider, we have reversed the negative image once associated with cider.
Bulmers Ltd. is the only Irish cider manufacturer and can boast being the fastest growing drinks brand in Ireland since the mid 1990s. The Bulmers Pint Bottle is the biggest selling bottle of any beer or cider in Ireland. And, as a result of this growth, per capita consumption of cider in Ireland is now the highest in the world.
The Original Pint Bottle
After 10 years of committed and consistent brand support, the Bulmers brand grew from 3% to over 10% of the beer and cider market. Our research indicates that consumers choose Bulmers because it is the Original Cider with a superior taste matched by no other.
A Case Study 1996 to 2004
Our marketing strategy, begun in the late 1980's, has re-created Bulmers Original Cider as a market leader. In one of the most successful brand repositioning campaigns ever undertaken in the Irish Marketplace, one name completely altered consumer perceptions towards cider.
Download the Info Pack PDF for further information:
- Marketing Casestudy, Bulmers 1996-2004
- PDF | 202KB | Marketing_Case_Study_Bulmers_1996_2004.pdf
