21st century
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.
