| Description |
Bulmers is probably the world's largest
cidermaker. The company was founded
in Hereford, England in 1887 by Percy
Bulmer, the son of a local clergyman.
Percy made just 4000 gallons that first
year. Now, Bulmers makes 65% of the
five million hectolitres of cider sold
annually in the UK. See Bulmers
- How It Began page on the Historic
Herefordshire On Line website for the
full story. It must be noted that in
the current century, some of Bulmers
Ciders can not be considered 'real cider'.
The
company taken over by brewing giant
Scottish and Newcastle in 2003 - with
its Australia and New Zealand business
sold to Australian brewer Foster's.
Cider remains the 'core' of the Bulmers
business, its main brands, Strongbow,
Woodpecker and Scrumpy Jack, are all
market leaders. During
the spring of 2006, the company relaunched
Bulmers Original in the UK, a premium
packaged cider aimed at the trendy "served
over ice" market. Bulmers Original
is a 4.5% ABV cider and is primarily
sold in pint bottles (568 ml) but also
on draught, in 1 litre bottles and 500ml
can. In November 2007 the Bulmers range
was joined by Bulmers Pear cider and
in Spring 2008 by Bulmers Light, which
is the same ABV as the Original but
with 30% less calories.
How
this short-term trend following will
affect the long-term business remains
to be seen, but while Bulmers freely
spend their advertising budgets promoting
cider, smallscale producers of real
cider and perry can only benefit. |
