In perhaps the most inspired marketing move of this, the twenty first and final, century Bulmers reduced the alcohol strength of their cider by 1% and added €1 to the price.
And they got away with it. They more than got away with it. They turned a shit product consumed only by alcoholics into a fresh, youthful antidote to Guinness. And the kids loved it. Grown adults loved it too as evidenced by Bulmers outselling Guinness during the summer months [1]. Folks poured it over ice and it felt all spritzy and cool. Not at all like a 'dorty pint'.
But, it hardly needs mentioning, it's still a shit product.
And look at this now. They're bringing the price back down. I'm stunned they didn't mention the 'credit crunch'. As in crunching into an apple. Watch out for it. The fuckers won't miss that trick.
[1] I've done no research here so just pretend I'm telling you this in the pub where what I say has about a 50-50 chance of being true.
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