Heineken has announced a new Wild Blueberry and Lime flavor of its Bulmers cider and revealed tequila-flavoured beer Desperados will be available on draft for the first time.
The launch follows research from the company indicating young adults’ desire for flavor experimentation and bold tastes in cider shows no sign of slowing down. The launch will be supported by a £1.2m advertising campaign.
Wild Blueberry & Lime comes in a 586ml bottle at 4% ABV and replaces the Bold Black Cherry variant in the range.
Emma Sherwood-Smith, cider director at Heineken said “Blueberries’ popularity is soaring in the UK, yet surprisingly, there is currently no mainstream blueberry flavoured cider in the market, until now. The Bulmers Wild Blueberry & Lime Cider addresses both consumer demand for blueberries as well as the trend for experimenting with different flavoured ciders.”
Heineken said last year’s launch of its Zesty Blood Orange variant was the biggest packaged cider launch of 2015 – bringing 500,000 new people into the cider category.
Wild Blueberry & Lime joins the existing cider range which includes Zesty Blood Orange, Cider Pear, Crushed Berries and Lime and Cider Original.
Desperados on Draught
Separately, the company is launching its tequila-flavoured beer Desperados on draught from this month. Desperados is the UK’s fourth biggest packaged lager and brand and is targeted at a twenty-something audience.
Andrew Turner, category and trade marketing director at Heineken said: “With this new format, we are aiming to give our customers the opportunity to provide a wider choice to pub-goers, helping customers to grow their profit margins incrementally.”