Bulmers has become synonymous with tradition and heritage in Ireland and has grown to become a truly iconic, Irish brand. Over the years, the marketing campaigns have emphasised that quality and craftsmanship take 'Time'; an important ingredient in the production of Ireland’s leading cider. This emphasis was manifested in the communication of 'All in its own Good Time' and 'Time Dedicated to you’; campaigns that helped reinforce Bulmers’ strong brand values.
The more recent campaigns feature our Orchardworker characters Dessie, Liam and Tom and familiar faces such as David McWilliams. The recent development of Ireland’s first augmented reality app – the DeCider - which offers customers an interactive engagement with the brand, was a new departure.
An important element of our marketing programme is driving our ethos of ‘doing our bit’ for community and culture. To support this Bulmers has developed a series of exciting & innovative sponsorships including the critically acclaimed Forbidden Fruit Festival each June Bank Holiday Weekend which incorporates 3 days of live music, comedy & culture on site in a spectacular setting.
Bulmers is committed to maximising every event for the city it takes place in and with Forbidden Fruit this reflected in a series of fringe events throughout Dublin city and free transport to and from the festival. The Bulmers Art Tunnel is a unique art installation that Bulmers created to help regenerate wasteland in Dublin’s Smithfield community.
Bulmers Live music and Comedy Events continue to grow in numbers throughout the country. Our continued association with the International Tall Ships Festival that began in Waterford will now extend to the visit to Dublin in August this year, where Bulmers will provide the live music and entertainment for upwards of 1,000,000 people.
Bulmers Ltd is the leading producer of cider in Ireland and the Bulmers Pint Bottle is the biggest selling bottle of any Long Alcoholic Drink (LAD) in the country. The wide-spread appeal of cider as a drink of choice has been achieved through the great-tasting Original and an extended portfolio that now includes Light, Pear, Berry, Mid-Strength and most recently the launch of the new Bulmers Specials range.