H. P. Bulmer

H. P. Bulmer is an English cider-making company founded in Hereford in 1887 by Henry Percival “Percy” Bulmer. The business developed from small-scale cider production using apples from the Bulmer family’s rectory orchard into one of the United Kingdom’s most important cider producers. Its principal consumer brands are Bulmers, marketed internationally, and Strongbow, distributed across Europe, North America, Oceania and parts of East Asia. The company also has historical or current associations with brands including Scrumpy Jack, Woodpecker, Inch’s, Orchard Thieves, Orchard Pig, Old Mout, Jacques and Pomagne, although brand ownership, licensing and market availability vary by country and by period. The company’s early development was closely linked to experimentation in fermentation. Percy began making cider with a traditional stone press, and his elder brother Edward Frederick “Fred” Bulmer joined him in 1889. The brothers used a loan from their father to acquire land outside Hereford and establish a cider mill. In the 1890s, Dr Herbert Durham, a friend of Fred Bulmer, helped isolate a pure cider yeast culture. This enabled more predictable fermentation and helped move cider production toward a consistent commercial process rather than relying entirely on variable naturally occurring yeasts. Bulmers received a Royal Warrant in 1911 and has retained the association of supplying cider to the Royal Household. The company was incorporated as a private company in 1918 and promoted its product as “The White Wine of England.” Percy Bulmer died in 1919, but the company continued to expand its manufacturing base and national distribution. Strongbow was introduced to the portfolio in 1960 and became one of the world’s best-known cider brands. H. P. Bulmer became a public company in 1970, when its shares were offered on the London Stock Exchange. At that time it was described as the world’s largest cider producer. The company later experienced major ownership changes. Scottish & Newcastle acquired Bulmers in 2003 for £278 million, followed by Heineken’s acquisition of Scottish & Newcastle in 2008. After the latter transaction, Bulmers became part of Heineken’s international beverage operations. Its Australian and New Zealand interests were sold to Foster’s as part of the post-acquisition restructuring. In the United Kingdom, Bulmers has concentrated on packaged and draught cider, with a major production site in Hereford. The company has reduced its local workforce and operational footprint at various points following ownership changes, including the cessation of bottling and subsequent investment in canning capacity. Apples used in its cider have been sourced from England and France, with Herefordshire historically supplying a substantial share. The business remains associated with Hereford, although the corporate identity is now primarily encountered through brands rather than as an independent publicly listed company. The UK Bulmers range was relaunched in 2006 as a premium packaged cider positioned for consumption over ice. Subsequent product development included Bulmers Pear, Bulmers Light, seasonal blends, Red Apple, Crisp Blend and Red Berry and Lime. Some variants were limited editions or were later withdrawn. By 2022, the UK range had narrowed substantially, with Original and Red Berry and Lime among the principal products reported as available. The company’s competitive environment includes C&C Group, whose Magners brand competes directly in cider; in Ireland, C&C holds the licence to use the Bulmers name. H. P. Bulmer therefore represents both a historic British producer and a Heineken-owned platform supporting a portfolio of cider brands across multiple markets.

H. P. Bulmer began in 1887 when twenty-year-old Henry Percival “Percy” Bulmer started producing cider in Herefordshire. His first experiments used apples from the orchard at his father’s rectory and a traditional stone press. The family’s involvement deepened when Percy’s elder brother, Edward Frederick “Fred” Bulmer, joined him in 1889 after leaving Cambridge. With financial assistance from their father, the brothers purchased land outside Hereford and built a cider mill. Cider production in the nineteenth century was difficult to standardise because fermentation depended on naturally occurring yeasts. In the 1890s, Dr Herbert Durham, a friend of Fred Bulmer, helped isolate a pure cider yeast culture. This development allowed fermentation to be controlled more consistently and became an important foundation for commercial cider manufacturing. The company grew from its early mill into a large industrial operation on a site near Hereford. Bulmers received its first Royal Warrant in 1911 and presented its cider as “The White Wine of England.” The business was incorporated as a private company in 1918. Percy Bulmer died in 1919 at the age of 52, but the company continued to expand its production, distribution and brand portfolio. Strongbow was added in 1960 and eventually became a major international cider label. The company entered the public markets in 1970, when shares were offered on the Stock Exchange. It was then described as the world’s largest cider producer. Over time, H. P. Bulmer developed a broad portfolio that included Bulmers, Strongbow, Scrumpy Jack, Woodpecker and other cider brands. Its Hereford operation became particularly important to the United Kingdom’s cider industry and export trade. A significant ownership transition occurred in 2003, when Scottish & Newcastle acquired the company for £278 million. The acquisition led to initial job losses and operational changes. In 2008, Heineken acquired Scottish & Newcastle, making H. P. Bulmer part of the Heineken group. Heineken subsequently sold the company’s Australian and New Zealand interests to Foster’s. The Bulmers business survived primarily through its brands and cider production operations, while its Hereford activities were scaled back compared with the earlier independent company. Bottling ceased during the restructuring period, but further investment in production and canning capacity was announced. The UK Bulmers brand was relaunched in 2006 with a premium packaged proposition designed to be served over ice. Bulmers Pear followed in 2007, and Bulmers Light appeared in 2008 before being delisted a year later. The company also introduced Jacques fruit ciders and a succession of limited editions, including Summer Blend, Red Apple and Crisp Blend. In 2011 the brand received refreshed packaging and expanded its numbered product range. Availability later narrowed in the United Kingdom, with Original and Red Berry and Lime among the principal variants reported in 2022. Apples for Bulmers cider have been sourced from orchards in England and France. Herefordshire has remained central to the company’s identity and supply chain, with reports indicating that the county provided the majority of apples used by the business at one point. Today H. P. Bulmer is a Heineken-owned cider producer and brand platform. Bulmers is sold in international markets, while Strongbow has a particularly broad presence across Europe, North America, Oceania and East Asia. The company competes with producers including Ireland’s C&C Group and its Magners brand; C&C also holds the licence for the Bulmers name in Ireland.

1. 2011Packaging and range refresh

   Bulmers introduced Crisp Blend, refreshed its bottles and updated its brand presentation.

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2. 2008Heineken ownership begins

   Heineken acquired Scottish & Newcastle, bringing H. P. Bulmer into its corporate group.

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3. 2006Bulmers Original relaunched

   The UK Bulmers Original range returned with a premium packaged-cider proposition centred on serving over ice.

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4. 2003Acquired by Scottish & Newcastle

   Scottish & Newcastle purchased H. P. Bulmer for £278 million.

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5. 1970Shares offered on the Stock Exchange

   H. P. Bulmer became a public company through a share offering.

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6. 1960Strongbow introduced

   Strongbow was brought into the company’s cider portfolio and later became a leading international brand.

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7. 1918Private incorporation

   The business was incorporated as a private company.

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8. 1911First Royal Warrant

   Bulmers received a Royal Warrant and became associated with supplying cider to the Royal Household.

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9. 1890Pure cider yeast contributes to standardised production

   Dr Herbert Durham helped isolate a wild yeast culture, supporting more predictable commercial cider fermentation.

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10. 1889Fred Bulmer joins the business

    Edward Frederick “Fred” Bulmer joined his younger brother and helped develop the fledgling cider enterprise.

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11. 1887Company founded in Hereford

    Percy Bulmer began making cider in Herefordshire, using apples from his family’s orchard and traditional pressing equipment.

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A historic British cider maker spanning mainstream, premium-packaged, fruit-flavoured and international cider segments, with a strong association with Herefordshire and the Heineken portfolio.

• Bulmers OriginalApple cider2006

  The core UK Bulmers cider, relaunched in 2006 as a premium packaged product associated with serving over ice. It has been sold in bottles, cans and on draught, with reported availability in several pack sizes. The product has commonly been positioned as an accessible, refreshing cider rather than a specialist traditional-style bottling.

• StrongbowApple cider1960

  Introduced to the Bulmers portfolio in 1960, Strongbow became one of the company’s most widely distributed cider brands. It is sold across multiple regions, including Europe, the United States and Canada, Oceania and East Asia. Its broad distribution gives H. P. Bulmer a major international presence beyond the UK Bulmers label.

• Bulmers PearPear cider2007

  A pear-based extension of the Bulmers range introduced after the UK Original relaunch. It broadened the brand from traditional apple cider into the growing pear-cider segment and followed the company’s numbered product naming convention.

• Bulmers LightReduced-calorie cider2008

  A lower-calorie version of Bulmers Original, released with the same reported alcohol strength as Original but with 30 percent fewer calories. The product was delisted approximately one year after launch.

• JacquesFruit-flavoured cider2008

  A fruit-oriented cider line reported at 5.5 percent ABV. Variants included Fruit De Bois, combining cider with cherry, raspberry and blackcurrant flavours, and Orchard Fruits. The range illustrates Bulmers’ move into flavoured and sweeter cider formats.

• Bulmers Crisp BlendApple cider2011

  A limited-edition cider made from sharper-tasting apples to provide a crisper and somewhat drier profile than Bulmers Original. It formed part of the company’s early-2010s product and packaging refresh.

• Bulmers Red Berry and LimeFruit-flavoured cider2011

  A fruit-flavoured Bulmers variant associated with the brand’s numbered product tradition. It was among the principal Bulmers flavours reported as remaining available in the UK in 2022.

• Scrumpy JackApple cider

  A cider brand included among the labels produced or associated with Bulmers. Detailed launch, formulation and current-market information is not established in the supplied reference material.

• Woodpecker CiderApple cider

  A cider brand listed among the brands produced or associated with H. P. Bulmer. The supplied references do not provide enough detail to describe its current ownership or market availability.

• Old Mout CiderFruit cider

  A cider brand listed in the Bulmers portfolio. It is associated with fruit-led cider offerings, but the supplied material does not establish detailed historical launch information for the brand within H. P. Bulmer.

• 2011Bulmers packaging and bottle refresh

  United Kingdom

  Bulmers introduced a new visual presentation and bottle design while expanding its numbered range with products such as Crisp Blend and Red Berry and Lime.

  Outcome. The initiative broadened the range and modernised the shelf presentation, but several variants were later limited or withdrawn.

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• 2006Bulmers Original served over ice

  United Kingdom

  The relaunch of Bulmers Original emphasised a premium packaged-cider experience and promoted serving the drink over ice, aligning the brand with changing UK cider-consumption habits.

  Outcome. The proposition supported the brand’s renewed presence in the UK packaged-cider market, although later availability of individual variants changed over time.

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• 2011Refresh the Bulmers range and packagingGeneration change

  Bulmers had developed a numbered product tradition and was expanding into sharper, fruit-led and seasonal flavour profiles.

  What changed. The company launched Crisp Blend, introduced additional numbered variants and updated bottles and visual branding.

  Aftermath. The range continued to evolve, with availability later narrowing in the UK.

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• 2008Join the Heineken group through the Scottish & Newcastle acquisitionM&A

  Heineken acquired Scottish & Newcastle, which owned H. P. Bulmer after the 2003 transaction.

  What changed. H. P. Bulmer became part of Heineken’s international beverage operations. Australian and New Zealand interests were subsequently sold to Foster’s.

  Aftermath. The business continued primarily as a Heineken-owned cider operation and brand portfolio, with further restructuring of its UK activities.

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• 2006Relaunch Bulmers OriginalProduct launch

  The company sought to strengthen the UK Bulmers brand with a packaged cider proposition suited to serving over ice.

  What changed. Bulmers Original was relaunched as a premium packaged cider and distributed in bottles, cans and on draught.

  Aftermath. The relaunch was followed by extensions including pear, light, seasonal and fruit-flavoured variants.

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• 2003Accept acquisition by Scottish & NewcastleM&A

  H. P. Bulmer was an established cider producer but was entering a new phase of ownership and consolidation in the drinks industry.

  What changed. Scottish & Newcastle acquired the company for £278 million and integrated it into its wider beverage business.

  Aftermath. The transaction was followed by initial job losses and operational restructuring.

  Acquisition value. £278 million (2003)

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• 2011Bulmers introduces seasonal and numbered cider variants

  The company introduced Crisp Blend, refreshed the Bulmers visual identity and expanded its numbered product naming tradition with additional fruit and seasonal variants.

  Product launchProduct generation
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• 2008Heineken acquires Scottish & Newcastle

  Heineken acquired Scottish & Newcastle, bringing H. P. Bulmer into the Heineken group. The restructuring also involved the sale of Australian and New Zealand business interests to Foster’s.

  M&A
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• 2006Bulmers Original relaunched in the United Kingdom

  The Bulmers Original brand was relaunched as a premium packaged cider associated with serving the drink over ice.

  Product launchCampaign
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• 2003Scottish & Newcastle acquires H. P. Bulmer

  Scottish & Newcastle acquired H. P. Bulmer for £278 million. The transaction was followed by job reductions and changes to the company’s operating structure.

  M&ALeadership change
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1. H. P. Bulmer
2. Bulmers official website