Bulmers Original Irish Cider is a true 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 successful marketing campaigns, 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, Craft and Irishness was the beginning of our journey. Over the years we have seen campaigns such as 'Nothing Added but Time', 'All in its own Good Time', 'Time Dedicated to You' which presented an image of quality, maturity and craftmanship which was not expected from a cider brand. 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.
In 1991, a new campaign featuring 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 'Time Dedicated to you'.
In doing so it has broken overseas markets as the Magners brand and launched successful products - Bulmers Light, Bulmers Pear, Bulmers Berry, Bulmers Mid Strength and most recently Bulmers Specials!
Bulmers Ltd. is the only Irish cider manufacturer and can boast being the fastest growing drinks brand in Ireland since the mid 1990s. The iconic 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.
This year, we are doing our bit for the environment and for you! So far we have planted 156,000 trees, brought Bulmers Forbidden Fruit a great value music festival to the centre of Dublin, brought top class racing and open-air summer concerts to Leopardstown racecourse, helped lay on free music in Waterford at the Tall Ships, and most recently launched our Christmas Golden Apple Promotion, where you have the chance of winning €2,500 for you and €2,500 for your community. And of course this is only the beginning of the things we’re planning to do!