Emblematic of the downturn in Ireland, Bulmers now is laying people off. During the unusually warm Irish summer of 2006, and through 2007, Bulmers (AKA Magners) cider was wildly popular. The legions of Bulmers drinkers included Prince William, as this article reports. Bulmers struggled to keep up with the demand for cider.
Now, the cider market has gone flat. Will cider in Ireland and the UK go back downmarket? Has it already? Interesting, cider in the US doesn't seem to ever have had the "knocking back 2 liter bottles down by the canal at Age 15" reputation. So the "upmarket cider" market may be untapped. Though, now is probably not the time to launch anything upmarket.
Sifl and Olly
5 days ago