Bulmers bolsters share at expense of Magners

by Gemma Charles, Marketing 07-May-08, 09:00

LONDON - Bulmers, Scottish & Newcastle's cider brand, has experienced rapid growth at the expense of 'over-ice' pioneer and rival Magners.

A combination of comprehensive distribution channels and heavyweight advertising has helped the S&N brand establish a commanding position in the UK ahead of the key summer sales period.

During the past year the Bulmers brand has also expanded into pear and light variants and introduced a draught format.

In the three months to 22 March, Bulmers' share in the off-trade over-ice market was up 17.8% compared with the same period a year ago, according to Nielsen. In the on-trade, during the three months to January, it increased by 16%.

By comparison, over the same two periods, Magners' share fell by 18.7% in the off-trade and 17.2% in the on-trade.

In March, Magners' owner C&C group announced a distribution deal with Coors as part of its shift into the draught category. In the same month, it hired John Holberry, a former Coors' sales director, as managing director of its GB cider business.

This week Bulmers is launching a TV ad campaign, which introduces the strapline 'Bulmers, squeezing the best out of the British summer'. The brand will be backed by a £20m promotional campaign this year and future work will continue to use the 'squeezing' line.

Graeme Mckenzie, the consumer marketing manager for Bulmers Cider, said that the latest campaign would position the brand as a premium alternative to S&N's market-leading Strong-bow cider.