This project was compiled based on 10 years work experience at Bulmers Ltd. Clonmel Co. Tipperary.
My Aim is to explore and analyse the internal workings of the company and to look at external factors affecting it, and in doing so to make the reader more aware of how the company is an integral part of the Local community of Clonmel.
Objectives and Methodology
The primary data was collected using my contacts and work colleagues and by observation. Secondary sources of information such as the company’s website were also used.
History, Size, Ownership and Services Provided
Commercial cider production started in Clonmel in the 1930s, by local man William Magner. ...view middle of the document...
In summer 2012, Bulmers refreshed its livery and whilst the new packaging maintains the recognisable Bulmers colour scheme, it now incorporates a sleek new arched label and references the blend of 17 varieties of apples which create the unique taste of Bulmers Irish Cider.
Bulmers Ltd has an extensive portfolio of drinks brands, which includes: Linden Village Cider, Ritz Perry, Stag and the Magners Cider brand.
In 2000, Bulmers Ltd launched the export cider brand, Magners. Magners is similar to Bulmers in terms of product taste and characteristics. Magners can be found in the United Kingdom and across Europe including Spain, Portugal, France, Germany, Italy, Greece, Denmark, Sweden and Finland. Elsewhere around the world Magners is widely available including United States, Canada, Australia, New Zealand, the Caribbean, Singapore and Hong Kong. The brand varieties are Magners Original, Magners Pear, Magners Golden Draught and Magners Specials. Magners Berry will be launched in summer 2012.
In 2010, Bulmers Ltd acquired the Tennent’s beer brand as well as distribution rights in Scotland, Northern Ireland and Republic of Ireland in respect of certain AB InBev products, which includes a portfolio of some of the world’s leading beer brands.
The On-trade offering has expanded to include mainstream brands Tennent’s, Beck’s Vier and Bass, as well as premium brands Stella Artois, Staropramen, Hoegaarden and Leffe.
The flagship brand of Bulmers Ltd, Bulmers Original Cider is produced at Annerville, Clonmel and is the brand leader in the Irish cider market. Bulmers Original Cider is a year round choice for consumers.
The on-trade Bulmers portfolio includes the Bulmers Original, Light, Berry and Pear Pint Bottle – Bulmers is the biggest selling bottled product in Ireland; the Bulmers 330ml Longneck in Pear, Berry, Original and Light; Bulmers Original Draught and Bulmers Mid-Strength.
Bulmers Light, the lower calorie alternative (92 calories, still 4.5% alc.), is available in a 330ml Longneck. In 2011 Bulmers Light Pint Bottle was introduced to the licensed drinks trade market in addition to Bulmers Specials, available in both the on and off trade.
Health & Safety
Much progress has been made in the Health & Safety area throughout the Group with additional...