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H. P. Bulmer
H. P. Bulmer
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H P Bulmer Limited,[1] trading as Bulmers, is a cider-making company founded in 1887 in Hereford, England.

Key Information

Bulmers Cider Logo 2011

The company's two principal brands are its own Bulmers cider, which is sold worldwide, and Strongbow, which is sold across Europe, the US & Canada, Oceania and East Asia. The company is owned by Heineken N.V. H. P. Bulmer makes 65% of the five hundred million litres of cider sold annually in the United Kingdom and the bulk of the UK's cider exports.[2] The firm's primary competitor is the Irish C&C Group with its Magners brand (which also holds the licence to the Bulmers brand name in Ireland only).

History

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Formation

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The founder was Henry Percival "Percy" Bulmer, the twenty-year-old son of the rector at Credenhill, the Reverend Charles H. Bulmer and his wife Mary. He is said to have taken his mother's advice to make a career in food or drink, "because neither ever go out of fashion".[3]

Using apples from the orchard at his father's rectory and an old stone press on the farm next door, Percy Bulmer made the first cider, upon which the family fortune would be made.

In 1889, on leaving King's College, Cambridge, his elder brother Fred (Edward Frederick Bulmer), turned down the offer of a post as tutor to the children of the King of Siam to join Percy in his fledgling cider business.

With a £1,760 loan from their father, the brothers bought an 8 acres (3.2 ha) field just outside the city and built their first cider mill. It was little more than a barn compared to the huge modern stainless-steel computer-controlled cider-making plant that has grown up on a 75 acres (30.4 ha) site nearby.

Cider-making was then an unpredictable activity, the natural fermentation process being achieved by yeast contained within apples; this meant that the cider often became sour. It was a college friend of Fred's, Dr Herbert Durham, who, in the 1890s, isolated a wild yeast to create the first pure cider yeast culture, which would ensure that fermentations were consistent. This was the start of commercial cider-making.

Bulmers was first granted the Royal Warrant in 1911 and continues today as Cider Maker to His Majesty the King. It was incorporated as a private company on 27 June 1918. It described its cider as "The White Wine of England".

Percy Bulmer died in 1919, aged 52.[4]

Strongbow was brought in from 1960.

Public company

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Shares were offered in the company on the Stock Exchange on 7 December 1970. At this point, it was the world's largest producer of cider.

21st century

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In 2003, the company was bought for £278 million by Scottish & Newcastle (S&N) with the loss of some 200 jobs initially.[5] In 2008, S&N was bought for £7.8 billion by the Heineken group.[6] Its Australia and New Zealand business interests were sold to Australian brewer Foster's. Bulmers now survives only as a brand name, with operations in Hereford scaled back considerably, principally producing cider. Apart from the 200 initial mainly administrative jobs lost in 2003 after the initial S&N merger, more losses were announced in 2008 when bottling ceased,[7] although after the last batch of 65 job cuts it was pledged that there would be site production and investment of around £7.5m, including a second can line to be installed by 2011.[8]

In 2006, the company relaunched Bulmers Original in the UK, a premium packaged cider aimed at the "served over ice" market, which grew in popularity. Bulmers Original is a 4.5% ABV cider sold primarily in pint (568 ml) bottles, but also on draught, in 1 litre bottles and in a 500 ml can. In 2007, the Bulmers range was joined by Bulmers Pear cider, and in Spring 2008 by Bulmers Light, with the same ABV as the Original but with 30% fewer calories. However, this was delisted a year later.

Amongst the other brands produced by Bulmers is Jacques, a 5.5% ABV cider. This is available in Fruit De Bois (cider with cherry, raspberry and blackcurrant flavours) and Jacques Orchard Fruits, launched in 2008.

In 2010, a limited edition Summer Blend of Bulmers was made, combining apple and pear flavours, and another limited edition version of Bulmers using specially selected red Katy Apples which are allowed to fully ripen in the orchards before harvesting, named Red Apple.[9]

In 2011, Bulmer's released the limited edition Crisp Blend, made from sharper tasting apples, delivering a crisp and slightly drier flavour than the Original.[10] Bulmers also rebranded themselves with a new look and new bottles.

The Bulmers naming tradition dates back to the early 1900s (at the time these were Bulmers 1 through to 8). They also number-coded the different varieties, with Original No.9, Pear No.10 and Crisp Blend No.15. At the same time, No.17, Red Berry and Lime, was introduced

As of 2022, the main Bulmers brand has largely fallen out of favour with the public, with only the Original and Red Berry and Lime flavours available in the UK.[citation needed]

Bulmer's factory in Hereford

Structure

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Apples for the cider are grown in England and France. In 2014, it was reported that Bulmers takes 90 per cent of its apples from orchards in Herefordshire.[11]

Brands

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Sample set of Bulmers ciders

See also

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References

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Revisions and contributorsEdit on WikipediaRead on Wikipedia

H. P. Bulmer

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from Grokipedia
H. P. Bulmer Limited is a prominent British cider producer founded in 1887 by Henry Percival "Percy" Bulmer in , , . The company, which trades under the Bulmers brand in the and , specializes in the manufacture of and other fruit wines, and is a subsidiary of . The origins of H. P. Bulmer trace back to 1887, when 20-year-old Percy Bulmer, son of the Reverend Charles H. Bulmer, pressed the first batch of using apples from the family at the rectory in , during Queen Victoria's Golden Jubilee year. Initially a small family venture, the business expanded rapidly in , a region renowned for its apple s, and was formally incorporated as a on 27 June 1918. Under Percy's leadership until his death in 1919, the company pioneered commercial-scale production, emphasizing quality and consistency. Over the decades, H. P. Bulmer has become a global leader in the cider industry, producing iconic brands such as Bulmers Original and Strongbow, the latter launched in 1960 as a dry cider that quickly gained popularity in the UK market. The company underwent significant ownership changes, including acquisition by in 2003 for £278 million and subsequent purchase by in 2008, solidifying its position as a key player responsible for approximately 65% of the UK's annual production. As of 2025, headquartered in with operations rooted in , H. P. Bulmer continues to source 100% British apples for its ciders, focusing on sustainable practices and innovation in flavors like Crushed Red Berries & Lime, alongside recent developments such as a brand and the launch of Bulmers Zero non-alcoholic cider.

History

Founding and Early Development

H. P. Bulmer was founded in 1887 by Henry Percival "Percy" Bulmer in , , , at the age of 20, using apples sourced from his father's rectory orchard there. Initially operating on a small scale, Percy produced approximately 40 casks (around 4,000 gallons) of that year by borrowing a neighbor's mill, marking the beginnings of a family venture in traditional English cider-making centered on local apples. In 1889, Percy's elder brother, Edward Frederick "Fred" Bulmer, joined the business full-time after declining a position abroad, bringing scientific and from his studies at . The brothers secured a £1,760 loan from their father to relocate to a one-acre site on Ryelands Street in and construct a dedicated , enabling more efficient production of their traditional . During the 1890s, the firm collaborated with Dr. Herbert Durham, a university friend of (or Percy's, per some accounts), who isolated a pure culture from wild strains to ensure consistent and prevent spoilage—a key scientific advancement in production at the time. The company's growing reputation culminated in 1911 when it received its first Royal Warrant from King George V as supplier of to the royal household, affirming its quality in traditional English styles. On 27 June 1918, amid family health challenges, H. P. Bulmer was formally incorporated as a with £70,000 in , solidifying its structure while maintaining focus on apple-based ciders. Following Percy's death in 1919, Fred assumed sole leadership as chairman and managing director, employing over 200 by that year and steering the firm forward.

Expansion and Innovation

Following the death of founder Henry Percival "Percy" Bulmer in 1919, leadership of H. P. Bulmer passed to his brother Edward Frederick "Fred" Bulmer, who guided the company through the and into the mid-20th century. Fred's efforts focused on stabilizing operations amid economic challenges, including the restoration of orchards in after disruptions. Family succession continued with Percy's sons joining the business: Edward Bulmer became a director in 1929, while Howard Bulmer entered the firm in the early 1920s and later served as chairman from 1941 to 1967. Additionally, Fred's son Bertram Bulmer joined as a director in 1925 and assumed the chairmanship from 1967 to 1973, ensuring continuity in family oversight. The mid-20th century marked steady growth in production capacity, leveraging Herefordshire's extensive apple orchards as a key resource. Post-1923, the company invested in orchard restoration and expansion, planting approximately 5,000 trees annually between 1947 and 1951 to secure a reliable supply of cider apples. By the 1930s, infrastructure upgrades included the installation of 22 glass-lined fermentation tanks at the Ryelands Street facility, each holding 100,000 gallons, which supported increased output and better storage for blending. Building on early 1890s innovations in yeast strains for reliable fermentation, the company refined blending techniques during this era, introducing carbonation in 1919 and emphasizing precise mixing of apple varieties to achieve consistent flavor profiles across batches. These advancements enabled scalable production while maintaining quality, with the firm storing up to 1.8 million imperial gallons of fermented juice for blending into various products. A pivotal product launch came in 1960 with the introduction of Strongbow, a dry that quickly became a and propelled market expansion. Strongbow's success drove demand, leading to further capacity investments, such as a 1.6 million-gallon for the completed in 1975—the world's largest alcohol container at the time. In , H. P. Bulmer converted to a and listed on the London on December 7, raising capital for broader investment and operational scaling while the Bulmer family retained 65% of shares. This transition facilitated accelerated growth, positioning the company as the leading UK producer by the 1990s, with an annual output comprising approximately 60% of the domestic market, or around 50-60 million gallons.

Acquisitions and 21st Century Changes

In 2003, acquired H.P. Bulmer for £278 million, marking a significant shift from independent operations to integration within a larger conglomerate. This transaction addressed Bulmer's financial challenges, including debt, but resulted in initial that led to approximately 200 job losses in through redundancies and synergies. The company's ownership changed again in 2008 when , in a with Carlsberg, purchased for £7.8 billion, incorporating H.P. Bulmer into Heineken's global portfolio as a key producer. This acquisition prompted further operational adjustments, including 54 job cuts at the Hereford facility and the cessation of bottling operations there, with production of Bulmers Original shifted to Tadcaster in starting in March 2009. Following the 2008 takeover, implemented restructuring to centralize production across its sites, repositioning the plant to focus primarily on cider maturation and milling rather than full and bottling. By 2014, amid these changes, H.P. Bulmer emphasized local sourcing, obtaining over 90% of its apples from orchards to preserve quality and support regional agriculture through contracts with approximately 180 farmers. In recent years, the Bulmers brand has faced market challenges, including a decline in overall cider volume sales by 2022 amid shifting consumer preferences toward low- and no-alcohol options. Heineken responded with broader strategies, including the 2024 "Explore a Wider World of Cider" campaign to promote its portfolio and boost category sales through in-store activations and until August 2024. In 2025, initiatives such as the launch of Bulmers Zero, a non-alcoholic variant, continued to address these trends. As of 2024, UK, through H.P. Bulmer, holds approximately 28% of the cider market, with a 42.1% value share in the on-trade sector, underscoring its dominant position despite ongoing adaptations to demand fluctuations.

Organization and Operations

Ownership History

The company operated as a private , with Percy's sons, including Bulmer serving as chairman from 1941 to 1967, maintaining its focus on production during this period. H. P. Bulmer remained under ownership and control through subsequent generations until 1970. In 1970, H. P. Bulmer became a through a flotation on the London Stock Exchange on December 7, shifting partial ownership to public shareholders while the Bulmer family retained a significant 65% stake and continued to exert influence over operations. This listing marked the end of exclusive ownership but preserved familial involvement in , with four of the nine directors being Bulmer family members at the time. The company's independent public status concluded in 2003 when it was fully acquired by plc in a transaction valued at £278 million, including debt and preference shares, leading to initial job losses of around 200 positions. This acquisition integrated H. P. Bulmer into the larger conglomerate, enhancing its distribution capabilities within the market. Ownership transferred to in 2008 as part of a £7.8 billion joint acquisition of by Heineken and Carlsberg, with Heineken assuming control of the UK and international cider operations, making H. P. Bulmer a wholly-owned . Following the deal, H. P. Bulmer's brands were incorporated into Heineken's global portfolio, which included prior cider acquisitions like Strongbow from 's holdings. As of 2025, maintains full ownership of H. P. Bulmer, with no reported changes to this structure since the 2008 integration.

Current Structure and Facilities

H.P. Bulmer operates as a wholly owned of , which is itself a of , the Dutch multinational brewing company. The company's registered office and headquarters are located at 45 Mortimer Street in , . Since 's acquisition in 2008, Bulmer's operations have been integrated into 's broader portfolio, focusing on production while leveraging the parent company's global resources for distribution and innovation. Primary production activities are centered at the historic in , , where the company handles key processes such as apple pressing, fermentation, maturation, and . Established in 1887, this facility remains the core of Bulmer's cider-making heritage, though manufacturing has been scaled back significantly since 2008, with the cessation of on-site bottling leading to job reductions on the . Bottling and larger-scale are now managed at other Heineken facilities across the to optimize efficiency and capacity. Investments, such as the £58 million expansion in 2014, have modernized the site to support ongoing cider maturation and specialized production needs. Bulmer maintains a strong reliance on local supply chains, sourcing the majority of its cider apples from Herefordshire growers, with an emphasis on regional orchards spanning thousands of acres. In 2014, approximately 90% of apples were procured locally, and this focus on British-sourced fruit continues, exemplified by brands like Bulmers Original using 100% British apples free from artificial additives. As the UK's largest cider producer, Bulmer commands a dominant position in the market; as of 2025, Heineken UK, which includes H. P. Bulmer's operations, holds a 27.2% share of the UK cider market, producing brands that collectively account for a substantial portion of UK cider volume sales. Sustainability efforts at Bulmer align with Heineken's strategy, launched in and updated through 2030, which emphasizes responsible sourcing and reduced environmental impact across operations. This includes promoting sustainable apple farming practices among Herefordshire suppliers to enhance biodiversity, water efficiency, and carbon reduction in production. Heineken's broader commitments, such as achieving net-zero emissions by 2040, guide Bulmer's integration of eco-friendly methods in management and processing.

Products and Brands

Core Cider Brands

H.P. Bulmer's flagship cider brand, , originated in 1887 when Percy Bulmer began producing in , , establishing a legacy rooted in traditional English cider-making techniques using local apples. As the core offering in the UK and , Bulmers embodies the company's heritage of balanced, fruit-forward ciders that have become a staple in British pubs and homes. To navigate trademark restrictions held by an independent Irish producer for the Bulmers name within Ireland, H.P. Bulmer markets its worldwide export version under the Bulmers branding outside the UK and Ireland, ensuring global recognition while preserving brand integrity. This approach has allowed Bulmers to maintain a strong presence in international markets, contributing significantly to the company's export volumes. Strongbow, another cornerstone brand, was introduced in 1960 by H.P. Bulmer as a drier, more robust alternative to sweeter ciders, quickly gaining traction for its bold profile inspired by historical English archery themes. Positioned for broader appeal, Strongbow is marketed internationally under its original name across Europe, the , , , and , where it serves as the primary vehicle for H.P. Bulmer's global expansion. Together, Strongbow and Bulmers account for the majority of H.P. Bulmer's sales volume, with Strongbow holding approximately 20% of the overall as of 2024. The company also maintains legacy brands from historical acquisitions, such as , a sweeter variant integrated into operations since the early 2000s under Heineken's ownership structure.

Variants and Market Adaptations

In response to evolving consumer preferences in the , H. P. Bulmer expanded its product line with flavored variants to capitalize on the growing demand for fruit-infused s, which became the UK's fastest-growing alcoholic drink category by 2012. The Original, a 4.5% ABV made from a blend of bittersweet and culinary apples, was positioned for serving over ice to enhance refreshment, aligning with trends toward lighter, more versatile drinking experiences. The Pear variant, introduced to offer a crisp, dry finish with prominent pear notes, further diversified the portfolio for those seeking fruit-forward alternatives to traditional apple s. Bulmers also launched premium and limited-edition offerings, such as No. 17 Luxury , which emphasized a sophisticated blend of apple varieties for a richer profile, though many experimental flavors were later discontinued amid market shifts. By 2022, in light of broader volume declines, the lineup was streamlined to focus on core performers, with only Bulmers Original and Crushed Red Berries & Lime remaining widely available domestically—the latter combining , , , and lime for a tangy, mixed-berry appeal. Under Heineken ownership, Strongbow variants adapted to international tastes, including Dark Fruit, launched in 2013 with and flavors for a full-bodied yet refreshing profile popular in export markets. The Strongbow , introduced in 2018, featured semi-dry notes from red-fleshed apples and reduced content, appealing to rosé wine enthusiasts and bridging with lighter hybrid styles like cider-perry blends in regions such as the and . These adaptations reflected a strategic pivot toward premium flavored ciders, which by 2025 accounted for 72% of packaged sales driven by no- and low-alcohol trends alongside bold fruit profiles. Heineken's "Explore A World of Cider" campaign, launched in 2024 and renewed for 2025, promoted and Strongbow globally through in-store activations and marketing emphasizing diverse, orchard-sourced varieties to boost summer sales amid competitive pressures.

References

  1. https://htt.herefordshire.gov.uk/herefordshires-past/the-post-medieval-period/agriculture-and-industry/herefordshire-agriculture/cider/bulmers-cider/
  2. https://find-and-update.company-information.service.gov.uk/company/00150832
  3. https://www.herefordtimes.com/news/23825010.inside-bulmers-world-famous-hereford-cider-made/
  4. https://www.bulmers.co.uk/faqs
  5. https://brookstonbeerbulletin.com/historic-cider-birthday-h-p-bulmer/
  6. https://www.thegenealogist.co.uk/featuredarticles/2011/bulmers-cider-past-and-present-54/
  7. https://uk.strongbow.com/about-us
  8. https://www.bulmers.co.uk/ciders/bulmers-crushed-red-berries-and-lime
  9. https://candcgroupplc.com/news/bulmers-magners-new-look/
  10. https://www.adworld.ie/2025/05/16/bulmers-launches-campaign-to-promote-zero-zero-offering/
  11. https://www.herefordtimes.com/news/5679831.buyout-to-reshape-bulmers/
  12. https://northamericanbrewers.org/cider-mill-here-it-all-begins/
  13. https://www.theguardian.com/business/2003/apr/29/9
  14. https://www.thetimes.com/travel/destinations/europe-travel/portugal/s-n-in-deals-for-bulmers-and-portugal-brewer-rw7ll9m5zc9
  15. http://news.bbc.co.uk/2/hi/business/7208341.stm
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  18. https://www.fwi.co.uk/arable/cider-boom-puts-more-arable-land-under-orchard
  19. https://www.statista.com/topics/6505/cider-market-in-the-uk/
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  22. https://ec.europa.eu/commission/presscorner/detail/en/ip_03_919
  23. https://www.reuters.com/article/world/carlsberg-heineken-agree-153-billion-sn-deal-idUSL23388249/
  24. https://www.heineken.co.uk/about/our-history
  25. https://www.theheinekencompany.com/newsroom/heineken-acquires-strongbow-brand-in-australia/
  26. https://www.theheinekencompany.com/sites/heineken-corp/files/heineken-corp/sustainability-and-responsibility/our-approach-tax/public-cbcr-2024.pdf
  27. https://www.worcesternews.co.uk/news/business/11269894.brewer-pumps-pound58m-into-hereford-cider-plant/
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  33. https://www.bulmers.co.uk/
  34. https://www.theguardian.com/business/2006/may/10/food.foodanddrink
  35. https://worldkings.org/news/world-best-academy/worldkings-world-best-academy-strongbow-united-kingdom-the-best-selling-cider-in-the-word
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  37. https://www.campaignlive.co.uk/article/brand-health-check-woodpecker/489299
  38. https://www.tescoplc.com/fruit-flavoured-cider-becomes-uks-fastest-growing-tipple/
  39. https://www.kellyswholesale.com/en/bulmers-original-abv-45-12x500ml.html
  40. https://www.ubereats.com/product/b/b7b6c081-5234-59ae-b004-8c19064ad512
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  44. https://www.betterretailing.com/br/product-news/heineken-returns-with-explore-a-world-of-cider-campaign/
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