Bulmers and Tesco Extra team up for cider-over-ice merchandising

S&N UK, suppliers of Bulmers Original, know that consumers are looking for the taste and refreshment benefits of cider served 'over ice' and have teamed up with Tesco to bring this to life in store this summer.

Creating the cider and ice association in the aisle and, crucially, making it easier to shop is key to introducing new consumers to the category and encouraging impulse purchases.

Running in 80 Tesco Extra stores nationwide since 9 July until 21 August, Bulmers' branded freezers filled with branded bags of Polarcubes are sited in prominent promotion spaces to entice shoppers to buy ice cubes with their favourite cider brand.

Neil Mercer, S&N UK National Account Manager commented: “Making it easier for shoppers to pick up cider and ice by siting them together in-store this summer is a great example of how we can work with retailers to improve the shopping experience and generate incremental sales.”

Ian Targett, Tesco ale and cider buyer, commented: “We are always looking for ways to create more interest and to enhance our shoppers' in store experience. Bulmers Original branded freezers sited next to cider provides this and we are already seeing a positive response to this initiative from our customers.”

Bulmers Original joined forces with the largest ice supplier to the off-trade, The Ice Company, to produce dual branded bags of ice earlier this summer.

Bulmers Original brand images will appear on more than one million 2kg bags of 'Polarcubes' and 2.27kg bags of 'Party Ice' to encourage trial purchases and impulse buys of the 'over-ice' cider.