New trees planted in Herefordshire
World of Heineken 38 - summer 2008
sector here. Meanwhile, we have a number
of test markets for cider in Western Europe,
with encouraging results. We're delighted to
have the Heineken infrastructure behind this
segment, and we are genuinely optimistic
about the future."
Heineken is equally enthusiastic about the
potential of the cider category as a source
of growth. "The opportunity is very exciting,
given the product's current market success
and Heineken's significant distribution
resources," says Pascal Gilet, Commercial
Director for Heineken's Western Europe
region. "We recognise the potential of the
product for rollout in some of our markets."
S&N's rejuvenation of this segment has been
phenomenal, says Pascal. "Cider is now
a trendy high-end product in the UK and
Ireland. We welcome the opportunity to learn
from this success and contribute to further
expansion of this growing segment."
"Our acquisition of Bulmers five years ago
was merely the catalyst for the dramatic
growth of cider we are experiencing in
the UK," concludes Stephen Mosey. "S&N's
increased investment in marketing and our
development of other cider brands and
innovations have built upon this success."
He says that he is looking forward to the
potential for further international rollout
through the channels that Heineken has in
place. "Not only will we have access to a
wider logistical network, but the cider brands
can be positioned as part of a successful,
premium portfolio."
stephen.mosey@s-n.com
i
To keep up with the growth in consumer demand for cider, some
400,000 new apple trees are scheduled to be planted at the
Bulmers orchard in Herefordshire.
Preparations are well underway for the sizable increase at the
orchard, which will take seven years of cultivation to reach full
maturity. The new trees will be ready for planting out in orchards
in the spring of 2009. They will produce a considerable yield of
cider apples by 2015.
