Bulmers

Bulmers is a British cider brand associated with H. P. Bulmer, the Hereford-based cider maker founded by Percy Bulmer in 1887. Its origins lie in the Bulmer family’s apple-growing activities at Credenhill in Herefordshire, where Fred and Percy Bulmer cultivated fruit that later supplied their cider production. The business initially operated from Ryelands Street in Hereford, in buildings that have since been preserved as the Cider Museum and King Offa Distillery. Production later moved to the Plough Lane site in the late 1970s. The Bulmers name developed within a broader cider-making and distribution business rather than as an entirely separate corporate company. H. P. Bulmer built a significant position in the British cider market and developed export activity, including a distribution relationship with Wm. Magners of Clonmel between 1937 and 1949. That arrangement helped connect the Bulmer and Magners names in Ireland, but the brands should not be treated as identical. Bulmers Irish Cider is sold outside the Republic of Ireland under the Magners name, while the British Bulmers brand is the subject of this entry. Bulmers’ modern retail identity was reinforced by a 2006 relaunch of Bulmers Original in the United Kingdom. The product was positioned for the growing practice of serving cider over ice and was primarily sold in 568-millilitre pint bottles at 4.5% alcohol by volume. A pear variant followed in 2007. The brand subsequently adopted a numbered product architecture, drawing on an earlier Bulmers naming tradition in which ciders were numbered from 1 through 8. In the 2011 redesign, Original became No. 9, Pear became No. 10, and Crisp Blend became No. 15. Later flavour launches used numbers including No. 17, No. 19, No. 20, No. 21, No. 22, No. 23, and No. 24. The range expanded during the 2010s with fruit-led and lower-alcohol products. These included Red Berry and Lime, Bold Black Cherry, Pressed Red Grape, Five Fruit Harvest, Indian Summer, Zesty Blood Orange, and Wild Blueberry and Lime. The brand also experimented with limited editions such as Summer Blend, Red Apple, Crisp Blend, Bulmers Light, and Vintage Reserve. In 2017, the Orchard Pioneers line presented more artisanal-style ciders connected with individual suppliers, including Kier’s Cloudy Apple Cider and Sarah’s Red Apple Cider. Corporate ownership changed substantially in the early twenty-first century. In 2003, the Hereford-based company was acquired by Scottish & Newcastle for £278 million, with an initial reduction of approximately 200 jobs reported in connection with the transaction. In 2008, Scottish & Newcastle was acquired by the Carlsberg and Heineken groups. Bulmers subsequently continued primarily as a brand and subsidiary within Heineken, while operations in Hereford were scaled back to focus mainly on cider production. Bulmers is primarily positioned as a mainstream-to-premium British cider brand with strong associations with Herefordshire orchards, traditional cider-making heritage, bottled service, and accessible fruit flavours. Its best-known contemporary products are Bulmers Original Cider and Bulmers Crushed Red Berries and Lime Cider. The range has narrowed from the extensive numbered portfolio introduced during the 2010s; reference material identifies Original and Red Berry and Lime as the principal continuing flavours as of 2021, alongside Orchard Pioneers products. The brand remains distinct from Magners and from Bulmers Irish Cider, despite the historical commercial relationship between the businesses.

Bulmers traces its history to the Bulmer family’s orchards at Credenhill in Herefordshire. Fred and Percy Bulmer grew apples there, providing the agricultural foundation for the cider business that Percy established in 1887. Early production took place on Ryelands Street in Hereford. The original premises, including surviving cider cellars, are now associated with the Cider Museum and King Offa Distillery, preserving part of the physical history of the enterprise. The business developed from a local Herefordshire producer into a substantial British cider maker. Between 1937 and 1949, H. P. Bulmer operated in partnership with Wm. Magners of Clonmel, extending distribution activity into Irish markets. Magners later withdrew from the partnership but retained rights to trade under the H. P. Bulmer name in Ireland. This history explains why the Bulmers and Magners names have sometimes been confused. The British Bulmers brand is separate from Bulmers Irish Cider, which is marketed outside the Republic of Ireland as Magners. Production moved from the original Ryelands Street location to the Plough Lane site in the late 1970s. The Hereford operation became closely associated with the scale of the British cider industry and with export production. Reference material describes H. P. Bulmer as responsible for a substantial share of cider made and exported from the United Kingdom, although the precise market-share figures are historical and should not be treated as current operating data without updated verification. The company’s ownership changed in 2003, when Scottish & Newcastle bought the Hereford-based firm for £278 million. The deal was accompanied by an initial reduction of around 200 jobs. In 2008, Scottish & Newcastle was acquired by the Heineken and Carlsberg groups. Following that transaction, Bulmers survived primarily as a brand and subsidiary within Heineken. Operations in Hereford were reduced and focused mainly on cider production rather than the wider corporate activities of the former independent business. Brand development accelerated in the 2000s. Bulmers Original was relaunched in the United Kingdom in 2006 to address the expanding served-over-ice occasion. It was described as a 4.5% ABV cider, sold mainly in 568-millilitre pint bottles. Bulmers Pear followed in 2007. The brand then broadened its portfolio through limited editions and fruit-led variants, including Bulmers Light, Summer Blend, Red Apple, Crisp Blend, and Vintage Reserve. In 2011, a redesign introduced new bottles and a numbering system that connected contemporary products with an earlier Bulmers tradition of numbering ciders. Original became No. 9, Pear No. 10, and Crisp Blend No. 15. Further launches included Red Berry and Lime, Bold Black Cherry, Pressed Red Grape, Five Fruit Harvest, Indian Summer, Zesty Blood Orange, and Wild Blueberry and Lime. Several products were subsequently withdrawn or replaced, demonstrating the brand’s use of flavour rotation and limited availability. Bulmers also changed its bottle size to 500 millilitres in 2016. In 2017, Orchard Pioneers added an artisanal-style dimension to the range through products associated with individual suppliers, beginning with Kier’s Cloudy Apple Cider and Sarah’s Red Apple Cider. Bulmers has therefore combined heritage cues—Herefordshire, family orchards, traditional cider production, and the historic Bulmer name—with modern packaging, flavour innovation, and occasion-based marketing. By 2021, reference material identified Original and Red Berry and Lime as the principal remaining standard flavours, while Orchard Pioneers products were also listed. The brand remains part of Heineken’s portfolio and continues to be primarily associated with the United Kingdom.

1. 2017Orchard Pioneers introduced

   The Orchard Pioneers line began with supplier-associated ciders from Kier Rogers and Sarah Hawkins.

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2. 2011Numbered range and packaging redesign

   Bulmers relaunched with new bottles and a numbered range, including Original No. 9, Pear No. 10, and Crisp Blend No. 15.

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3. 2008Heineken became part of the ownership structure

   Heineken and Carlsberg acquired Scottish & Newcastle, bringing Bulmers into the Heineken group.

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4. 2007Pear cider launched

   Bulmers introduced its pear cider variant.

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5. 2006Bulmers Original relaunched

   Bulmers Original was relaunched in the United Kingdom with emphasis on serving the cider over ice.

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6. 2003Acquisition by Scottish & Newcastle

   Scottish & Newcastle purchased the Hereford-based cider maker for £278 million.

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7. 1970Production later moved to Plough Lane

   The cider operation moved from its original Ryelands Street premises to the Plough Lane site in the late 1970s.

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8. 1949Magners withdrew from the partnership

   Magners ended the partnership but retained rights to use the H. P. Bulmer name in Ireland.

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9. 1937Distribution relationship with Wm. Magners began

   H. P. Bulmer entered a commercial relationship with Wm. Magners of Clonmel that expanded distribution activity into Irish markets.

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10. 1887Percy Bulmer founded the cider business

    Percy Bulmer established the Hereford cider business that later became associated with the Bulmers brand, building on apples grown by Fred and Percy Bulmer in Herefordshire.

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A heritage-led British cider brand combining Herefordshire origins with accessible bottled apple, pear, and fruit-flavoured ciders.

• Bulmers Original CiderApple cider2006

  Bulmers’ core apple cider and the product most closely associated with the modern brand. It was relaunched in the United Kingdom in 2006 for the growing served-over-ice occasion. Reference material describes it as a 4.5% ABV cider, primarily sold in pint-format bottles, and later identifies it within the numbered range as No. 9.

• Bulmers Pear CiderPear cider2007

  A pear-based extension of the Bulmers portfolio introduced in November 2007. It broadened the brand beyond traditional apple cider and was assigned No. 10 when Bulmers adopted the numbered product architecture in 2011. Current availability may vary by market and period.

• Bulmers Crushed Red Berries and Lime CiderFruit-flavoured cider2011

  A fruit-flavoured cider combining red-berry notes with lime. It was introduced in the 2011 range expansion and identified as No. 17. Reference material lists Red Berry and Lime among the principal Bulmers flavours remaining as of 2021.

• Bulmers Crisp BlendApple cider2011

  A limited or range-based apple cider made with sharper-tasting apples to create a crisper and somewhat drier profile than Bulmers Original. It was introduced in 2011 and assigned No. 15 in the numbered range, with availability described primarily in pint bottles.

• Bulmers Vintage ReserveReserve cider2012

  A commemorative limited-edition cider released for the brand’s 125th anniversary in 2012. Designated No. 18, it was described as being made with 100% bittersweet apples from the previous year’s crop.

• Bulmers Five Fruit HarvestLower-alcohol fruit cider2014

  One of two lower-alcohol fruit variants added in 2014. Five Fruit Harvest was assigned No. 21 and described in reference material as having an ABV of 2.8%. It formed part of Bulmers’ effort to extend the range into lighter products.

• Bulmers Indian SummerLower-alcohol fruit cider2014

  A lower-alcohol fruit cider launched alongside Five Fruit Harvest in 2014. It was designated No. 22 and described as having an ABV of 2.8%. The product is no longer identified as part of the principal continuing range.

• Orchard Pioneers: Kier’s Cloudy Apple CiderArtisanal-style apple cider2017

  The first product in Bulmers’ Orchard Pioneers range, introduced in 2017 and numbered No. 25. The range was presented as a collection of more artisanal ciders created by suppliers, with this product associated with Kier Rogers.

• Orchard Pioneers: Sarah’s Red Apple CiderArtisanal-style apple cider2017

  The second initial Orchard Pioneers product, introduced in 2017 and numbered No. 26. It was associated with Sarah Hawkins and represented the brand’s move toward supplier-linked, more individualised cider products.

• 2017Launch Orchard PioneersProduct launch

  The cider category included growing interest in products presented as more individualised or artisanal.

  What changed. Bulmers launched Orchard Pioneers with supplier-associated ciders, beginning with Kier’s Cloudy Apple Cider and Sarah’s Red Apple Cider.

  Aftermath. The range added a craft-oriented dimension to a brand otherwise centred on widely distributed bottled cider.

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• 2016Move to smaller bottlesGeneration change

  Bulmers was continuing to revise its packaging and range presentation after several years of flavour expansion.

  What changed. The brand rebranded again and moved to bottles with a smaller 500-millilitre volume.

  Aftermath. The packaging change accompanied further rationalisation and rotation of the numbered flavour range.

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• 2011Adopt a numbered product architectureGeneration change

  Bulmers drew on an earlier naming tradition in which ciders had been numbered from 1 through 8.

  What changed. The brand launched new packaging and assigned numbers to existing and new products, including Original No. 9, Pear No. 10, and Crisp Blend No. 15.

  Aftermath. Subsequent flavour launches continued to use the numbered system, creating a distinctive organising device for the portfolio.

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• 2006Reposition Bulmers Original around serving over iceStrategy

  Serving cider over ice had become a more popular consumption occasion in the United Kingdom.

  What changed. The brand relaunched Bulmers Original with marketing and packaging directed toward the served-over-ice occasion.

  Aftermath. Original became the central product in the modern Bulmers range and was subsequently incorporated into the numbered portfolio as No. 9.

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• 2003Accept acquisition by Scottish & NewcastleM&A

  H. P. Bulmer was acquired as the Hereford cider maker entered a new phase of corporate ownership.

  What changed. Scottish & Newcastle purchased the company for £278 million.

  Aftermath. The transaction was followed by an initial reduction of approximately 200 jobs, while Bulmers continued as a major brand.

  Acquisition value. £278 million (2003)

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• 2017Orchard Pioneers range introduced

  Bulmers introduced Orchard Pioneers, a range of more artisanal-style ciders created with suppliers. The initial products were Kier’s Cloudy Apple Cider and Sarah’s Red Apple Cider.

  Product launch
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• 2016Bulmers replaced Black Cherry with Wild Blueberry and Lime

  Bold Black Cherry was discontinued and replaced by Wild Blueberry and Lime, designated No. 24. The brand also moved to smaller 500-millilitre bottles during the same year.

  Product generationOther
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• 2015Bulmers changed its fruit-flavour line-up

  Pressed Red Grape was discontinued and replaced by Zesty Blood Orange, designated No. 23 in the numbered portfolio.

  Product generation
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• 2014Lower-alcohol Bulmers variants launched

  Five Fruit Harvest and Indian Summer were introduced as lower-alcohol products, numbered No. 21 and No. 22. Reference material identifies both as having an ABV of 2.8%.

  Product launchPricing
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• 2013Bulmers expanded its numbered flavour portfolio

  Bold Black Cherry and Pressed Red Grape were added to the range as No. 19 and No. 20, continuing the brand’s flavour experimentation and numbered product architecture.

  Product launch
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• 2011Bulmers introduced a new bottle and numbered range identity

  A new visual identity and bottle format were introduced. The range used numbers linked to the brand’s historical numbering tradition, with Original designated No. 9, Pear No. 10, Crisp Blend No. 15, and Red Berry and Lime No. 17.

  Product generationProduct launch
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• 2008Scottish & Newcastle acquired by Heineken and Carlsberg

  The acquisition of Scottish & Newcastle by Heineken and Carlsberg transferred control of the Bulmers business into the Heineken group. Bulmers thereafter remained principally as a brand and subsidiary associated with Heineken’s British cider operations.

  M&A
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• 2007Bulmers Pear Cider introduced

  The brand expanded beyond apple cider with the launch of a pear cider variant, later incorporated into the numbered product system as No. 10.

  Product launch
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• 2006Bulmers Original relaunched for the served-over-ice market

  Bulmers relaunched Original in the United Kingdom with positioning directed at consumers who served cider over ice. The product was described as a 4.5% ABV cider sold mainly in pint-format bottles.

  Product launch
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• 2003H. P. Bulmer acquired by Scottish & Newcastle

  Scottish & Newcastle acquired the Hereford-based cider maker for £278 million. The transaction was followed by an initial loss of approximately 200 jobs, while the Bulmers name continued as a major cider brand.

  M&ALeadership change
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1. Bulmers
2. Bulmers brand website