Heineken launches Bulmers and Desperados flavours to appeal to young UK adults

13 March, 2015

Heineken has announced the launch of two colourful products in an attempt to entice younger consumers in the UK.

Bulmers Zesty Blood Orange Cider and Desperados Red are aimed at the 18 to 24-year-old market.

Zesty Blood Orange is supported by a multi-million pound campaign and will launch in the UK on and off-trade this month.

The orange 4% abv cider will replace Bulmers Cider Pressed Red Grape in the on-trade and join its existing range including Cider Pear and Bulmers Cider Original.

Lawson Mountstevens, Heineken on-trade managing director said: “Bulmers Cider Zesty Blood Orange has already performed brilliantly in consumer taste tests and is in the top 10% of product concepts among the target audience.

“A great deal of thought and care has gone into developing this new flavour to make sure it exceeds the high expectations that consumers now have for a Bulmers cider.”

Desperados Red is flavoured with guarana – an ingredient used in energy drinks - and cachaça.

A “go-to” beer, Desperados are ideal for younger adult consumers looking to discover new and exciting flavours, the company says.

Available in 330ml bottles Desperados Red has an rrp of £6.85 and will receive £2.5m support in the on and off-trade.

Mountstevens added: “Desperados has led the way in establishing spirit beers in the UK, but consumer preferences are continually evolving, especially within the younger adult age group. Now, more than ever, they expect exciting flavours and new ingredients from a brand they already love and trust.”

Heineken also announced the UK on-trade line extension of Strongbow with Strongbow Cloudy Apple.  


Dominic Roskrow

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