Strongbow: 'What your thirst needs first'

The task demanded by the Bulmer’s was to increase it Strongbow cider sales in its on-trade outlets, to drag it from the ‘brown pub into the wine bar’.
Agency: J Walter ThompsonAuthor: Not Attributed

Strongbow What your thirst needs first

BACKGROUND

Bulmer's Strongbow is the UK's leading cider, and has enjoyed considerable sales increases over the past few years. This success stems from two sources. Firstly, growth in the total cider market, which can be attributed to various factors; increased competition from new entrants such as Diamond White, Red Rock and Scrumpy Jack, the price advantage offered by cider relative to other long alcoholic drinks, a reaction of the consumer palate against light, thin flavours and sheer boredom with the lager boom among younger...

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