Bulmers is celebrating 90 years of cider-making in Clonmel with a nationwide anniversary campaign that honours its heritage, people, and continuing innovation. The campaign spans OOH, digital, social, and PR activity, reinforcing Bulmers’ position as Ireland’s number one cider brand and a category leader for nine decades.
As part of the celebrations, Bulmers has partnered with O’Neills to launch a limited-edition 90th anniversary jersey. The retro-inspired collaboration utilises the William Magner Signature - heroing the entrepreneurial visionary who founded the brand 90 years ago, as well as the original VATs from Bulmers’ first location, Dowds Lane. The jersey brings together two iconic Irish brands and is available online at oneills.com.
Alison Perry, Marketing Manager at O’Neill’s, said:
“We’re delighted to partner with Bulmers as they celebrate their 90th anniversary with the launch of this special collaboration jersey. Bringing together two proud Irish brands, this jersey combines our shared heritage with a classic, retro-inspired design. It has been fantastic working alongside the Bulmers team to bring this design to life. The jersey will be available online at oneills.com. We look forward to seeing it worn by fans across the country.”
The campaign will also be brought to life through creative partnerships with leading Irish talent, including a creative team of Paddy Kirk, John Brow and James O’Connor. Working with long-standing Irish icons and new creative voices, Bulmers is reflecting its heritage while staying connected to modern culture — showing how a brand that has been successful for 90 years remains just as relevant today.
Founded in 1935, Bulmers has grown from a small cidery in Clonmel to a brand with international reach. Its success reflects a balance of heritage and innovation: rooted in orchards and craft, yet evolving to meet consumers’ changing tastes, most recently through the relaunch of Bulmers 0.0, a standout success in the growing no/low alcohol category.
At the heart of the anniversary are the people who have pressed on through generations. Declan Ryan, Regional Sales Manager, represents a three-generation Bulmers family: his grandfather helped to plant the orchards, his father worked as a maintenance fitter at Dowds Lane, and his brother now works at the Clonmel site. Declan said:
“My family’s connection to Bulmers spans more than 70 years, from planting apple trees to maintaining the facilities and now to my own role in sales. Few brands can say they have that depth of history. What makes Bulmers special is that it has always stayed true to its roots while evolving to meet new generations. That balance is why it continues to thrive after 90 years.”
Siobhán Casey, Senior Brand Manager for Bulmers, said:
“Bulmers created the cider category in Ireland and remains the standard-bearer today. Our heritage runs deep, but our success comes from innovating to meet consumers’ needs. From our original cider to Bulmers 0.0, we’ve shown that evolution and authenticity can go hand in hand. Partnering with O’Neills and working with some of Ireland’s most exciting creative talent is a fitting way to mark the occasion, celebrating the best of Irish craft and culture. Looking ahead, Bulmers will continue to invest in innovation and sustainability, ensuring the next 90 years are as impactful as the first.”
Lovingly crafted in Clonmel, Co. Tipperary, from the same timeless recipe since 1935, Bulmers is made from a variety of Irish apples and a dedication to nature's four seasons. Crisp and refreshing, Bulmers has grown from local orchards to become a household name synonymous with good times, shared moments, and raising a glass to life's wins big and small.
Visit bulmers.ie to learn more about the brand’s 90th celebrations.
