Bulmers

Name

Bulmers

Legal name

Bulmers Limited

Website

https://bulmers.ie

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Cider

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Cider & Perry Production (AFAFAAAD)

Keywords

• Irish cider production
• Alcoholic beverages manufacturing
• Apple cider brewing
• Alcohol-free cider
• Flavoured cider range

Headquarters

HQ city

Clonmel

HQ country

Ireland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Cider Product Sales: Bulmers generates revenue through the sale of alcoholic cider products across multiple formats including bottles, cans, and draught. Products are distributed through retail stores and on-trade venues (pubs, restaurants).

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Bulmers manufactures and sells Irish apple cider under a single house brand. The core offering is Bulmers Original, crafted in Clonmel, Co. Tipperary from a timeless recipe since 1935 and available in bottle, can, and draught formats. The portfolio is extended through Bulmers Light (30% fewer calories), Bulmers 0.0 (alcohol-free), and seasonal flavour variants including Strawberry & Lime and Berries, sold through retail and on-trade channels.

Product overview

Bulmers is a single-product cider brand offering the Original Irish Cider as its core product, complemented by sub-brands and flavor variants. The portfolio includes Bulmers Original (the flagship cider since 1935), Bulmers Light (30% fewer calories), Bulmers 0.0 (alcohol-free), and seasonal flavor extensions such as Bulmers Strawberry & Lime and Bulmers Berries. All products are crafted from Irish apples in Clonmel, Co. Tipperary.

Differentiator

Problem solved

Functional benefit

Brands

• Bulmers Original: The Original Irish Cider - Crisp & refreshing apple cider, available in bottle, can and draught. Best served chilled.
• Bulmers Light
• Bulmers 0.0
• Bulmers Strawberry & Lime
• Bulmers Berries

Products and services

• Bulmers Original The Original Irish Cider, crafted in Clonmel, Co. Tipperary since 1935 from a timeless recipe using Irish apples. Crisp and refreshing, best served over ice. Available in bottle, can, and draught formats for adult consumers seeking a quality cider for social occasions.
• Bulmers Light Light Irish cider with 30% fewer calories than Bulmers Original, offering the same refreshment with reduced calories. Available in bottle and can formats for calorie-conscious adult consumers.
• Bulmers 0.0 Alcohol-free cider delivering the crisp, refreshing taste of Bulmers with 0.0% alcohol. Available in 330ml and pint bottle formats for adult consumers seeking a non-alcoholic option that does not compromise on taste or the social experience.
• Bulmers Strawberry & Lime A crisp blend of ripe strawberry and zesty lime, described as refreshingly light and unmistakably Bulmers. Available in bottle and can formats as a flavour extension of the core cider range.
• Bulmers Berries Bursting with ripe berry flavour for a smooth, refreshingly crisp finish. Available in bottle and can formats as a flavour extension of the core cider range.

Quantifiable outcome

• Up to 2,000 tonnes of CO₂ equivalent reduction through ammonia heat pump installation
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• O'NeillsflagshipStrategic or Co-development Partner · 1 January 2025Partnership between Bulmers and iconic Irish sportswear brand O'Neills to create a limited edition jersey celebrating 90 years of Bulmers. This co-development initiative commemorates the brand's heritage, craft, and community connections. The jersey is available in both men's and women's styles.
• All Ireland Pollinator PlancoreStrategic or Co-development PartnerBulmers is a proud member of the All Ireland Pollinator Plan and has collaborated on drafting a Bulmers Pollinator Pathway Plan. The initiative extends from Clonmel and aims to support pollinators through hedgerow maintenance and apple tree distribution.
• Repak Plastic PledgecoreStrategic or Co-development PartnerBulmers has signed up to the Repak Plastic Pledge, reinforcing commitment to reducing plastic packaging and improving recycling across their production site.
• DrinkawareminorOthersBulmers partners with Drinkaware to promote responsible alcohol consumption and awareness.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Kopparbergs Bryggeri: Swedish craft-style fruit cider brand with strong international distribution in flavoured cider. Direct challenger to Bulmers' flavoured variants in key on-trade and retail channels.
• Strongbow (Heineken): World's leading volume cider brand owned by Heineken, sold in many of the same retail and on-trade channels as Bulmers. Closest direct competitor in mainstream cider globally.
• Somersby (Carlsberg Group): Global mainstream flavoured cider brand owned by Carlsberg, competing with Bulmers Flavours and Original variants in retail cider aisles across Europe, Asia and beyond.
• Aspall Suffolk Cyder: Premium British heritage cider maker now owned by Molson Coors, competing with Bulmers at the premium end of the off-trade and on-trade cider category.
• Magners: Same cider portfolio marketed internationally as the Bulmers brand's international equivalent under C&C Group plc. Direct competitor in the cider category with shared product DNA and ownership.
• Westons Cider: UK family-owned heritage cider maker (Stowford Press, Scrumpy Jack) producing premium traditional ciders. Comparable in heritage-driven positioning and UK/Irish market overlap with Bulmers.
• Stella Artois Cidre (AB InBev): AB InBev's premium packaged cider offering, positioned at on-trade premium occasions similar to Bulmers draught. Direct competitor in pubs and restaurants globally.

Broad incumbents

• Anheuser-Busch InBev (AB InBev): World's largest brewer with Stella Cidre and craft cider investments. Competes with Bulmers across European and Latin American on-trade channels through category giants.
• Diageo plc: Largest global premium spirits and beer conglomerate, with a smaller cider exposure but immense distribution, marketing and regulatory resources compared to Bulmers.
• Heineken N.V. Global brewer owning Strongbow, Bulmers' most direct cider competitor, with vast on-trade scale and category-management resources comparable to a parent like C&C Group plc.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/bulmersireland
• Facebookfacebook.com/bulmersoriginalirishcider
• LinkedInlinkedin.com/company/bulmers-ireland

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bulmers