Magazine article Marketing

CAREERS: Company CV - HP Bulmer

Magazine article Marketing

CAREERS: Company CV - HP Bulmer

Article excerpt

HP Bulmer is the UK's biggest cider company, operating both domestically and internationally. The Bulmer family founded the company in 1887. The company went public in 1970, although the family still owns 50% of the business.

Bulmers has operations in five countries: the UK, the US, Belgium, Australia, New Zealand and China.

Bulmers produces and distributes drinks for both the on-trade and off-trade and owns a leading beer distributing business, The Beer Seller, a wholesale distributor working through a network of independent pubs that distribute beer from 16 depots in the UK.

Bulmers holds approximately 60% of the UK cider market and owns the leading cider brands, which include Woodpecker, Strongbow and Scrumpy Jack. Bulmer also holds the exclusive distribution rights to the beer brands Amstel, DAB, Red Stripe and San Miguel.

The company is committed to innovation and has launched products including the UK's leading shot drink, SideKick.

It has been a difficult 12 months for Bulmers. In September 2002, Bulmer revealed that it had found pounds 3.3m in unidentified costs relating to cut-price promotions at its wholesale business. Bulmers appointed Deloitte & Touche to carry out an enquiry into the company's financial position.

Following the disclosure, the chief executive, Michael Hughes, announced his resignation.

At the end of September 2002, a review of its take-home business identified pounds 3.8m of unaccrued promotional costs, pounds 500,000 above an earlier estimate.

The impact of the discovery will be to reduce pre-tax profits for the year by pounds 900,000 with the remaining pounds 2. …

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