Heineken launches new artisanal ciders

Having just unveiled its new craft beer brand, Heineken is moving into the emerging craft cider market with the launch of two new artisanal apple ciders under the Bulmers brand, created in collaboration with Herefordshire-based apple growers.

Bulmers Orchard Pioneers launches this month with the release of Sarah’s Red Apple Cider, a medium bodied sparkling apple cider, and Kier’s Cloudy Apple Cider: a medium bodied sparkling apple cider.

Both are the result of a collaboration with Herefordshire-based apple growers and cider makers, Kier Rogers and Sarah Hawkins, who also had an input in the cider’s recipe development and design.

The first two ciders in the Bulmers Orchard Pioneers range are available in 500ml bottles. Their launch will be supported by a £2m campaign.

Emma Sherwood-Smith, Cider Director at Heineken, says, “Bulmers is a brand with a rich cider making heritage and provenance… The relationship with growers has always been at the heart of our cider business.

“As the UK’s number one cider producer, we are committed to driving the cider category’s success for our customers. Bulmers Orchard Pioneers will expand drinkers’ repertoire and act as a stepping stone into premium artisanal ciders, adding value for the operator and category.”