Introduction
This project was compiled based on 10 years work experience at Bulmers Ltd. Clonmel Co. Tipperary.

Aims
My Aim is to explore and analyse the internal workings of the company and to look at external factors affecting it, and in doing so to make the reader more aware of how the company is an integral part of the Local community of Clonmel.

Objectives and Methodology The primary data was collected using my contacts and work colleagues and by observation. Secondary sources of information such as the company’s website were also used.

History, Size, Ownership and Services Provided
Commercial cider production started in Clonmel in the 1930s, by local man William Magner. Dowd's Lane in Clonmel was the original location of this Buisness. Mr Magner quickly established a successful business and, in 1937, he joined forces with the English cider-makers H.P. Bulmer and Co of Hereford, securing the rights to the Bulmers brand name in the Republic of Ireland. In 1946, Mr. Magner withdrew from the business and in 1949 the Bulmers name came to the fore.

Today, Bulmers Ltd is a formidable Irish company. Cider production has been moved to state of the art production facilities at Annerville, on the outskirts Clonmel. The company currently employs over 250 people and is a substantial part of the economic infrastructure of the community of Clonmel. It continues to own the trade mark Bulmers® in the Republic of Ireland but it is no longer connected with HP Bulmer Ltd of Hereford, UK. Bulmers Ltd is now part of the C&C Group, which also owns the Tennent’s beer brands and the Gaymers English cider brands.

Bulmers Ltd has a well deserved reputation for innovative and successful product development and marketing. Bulmers Cider comes in several different varieties: Bulmers Original Cider, Bulmers Pear, Bulmers Berry, Bulmers Light, Bulmers Mid-Strength and Bulmers Specials. In summer 2012, Bulmers refreshed its livery and whilst the new packaging maintains the recognisable Bulmers colour scheme, it now incorporates a sleek new arched label and references the blend of 17 varieties of apples which create the unique taste of Bulmers Irish Cider.

Bulmers Ltd has an extensive portfolio of drinks brands, which includes: Linden Village Cider, Ritz Perry, Stag and the Magners Cider brand.
In 2000, Bulmers Ltd launched the export cider brand, Magners. Magners is similar to Bulmers in terms of product taste and characteristics. Magners can be found in the United Kingdom and across Europe including Spain, Portugal, France, Germany, Italy, Greece, Denmark, Sweden and Finland. Elsewhere around the world Magners is widely available including United States, Canada, Australia, New Zealand, the Caribbean, Singapore and Hong Kong. The brand varieties are Magners Original, Magners Pear, Magners Golden Draught and Magners Specials. Magners Berry will be launched in summer 2012.
In 2010, Bulmers Ltd acquired the Tennent’s beer brand as well as distribution rights in Scotland, Northern Ireland and Republic of Ireland in respect of certain AB InBev products, which includes a portfolio of some of the world’s leading beer brands.
The On-trade offering has expanded to include mainstream brands Tennent’s, Beck’s Vier and Bass, as well as premium brands Stella Artois, Staropramen, Hoegaarden and Leffe.
The flagship brand of Bulmers Ltd, Bulmers Original Cider is produced at Annerville, Clonmel and is the brand leader in the Irish cider market. Bulmers Original Cider is a year round choice for consumers.
The on-trade Bulmers portfolio includes the Bulmers Original, Light, Berry and Pear Pint Bottle – Bulmers is the biggest selling bottled product in Ireland; the Bulmers 330ml Longneck in Pear, Berry, Original and Light; Bulmers Original Draught and Bulmers Mid-Strength.
Bulmers Light, the lower calorie alternative (92 calories, still 4.5% alc.), is available in a 330ml Longneck. In 2011 Bulmers Light Pint Bottle was introduced to the licensed drinks trade market in addition to Bulmers Specials, available in both the on and off trade.
Health & Safety
Much progress has been made in the Health & Safety area throughout the Group with additional resources being appointed to ensure the successful operation and maintenance of a safe working environment. A key initiative has been the provision of training and education to employees on the impact of the Safety Health & Welfare at Work Act 2005.
Communication
Regular weekly meetings are held by each department to discuss problems and future plans. Internal phone systems, internet and intranet are used for internal and external communications.

Advertising
Bulmers has become synonymous with tradition and heritage in Ireland and has grown to become a truly iconic, Irish brand. Over the years, the marketing campaigns have emphasised that quality and craftsmanship take 'Time'; an important ingredient in the production of Ireland’s leading cider. This emphasis was manifested in the communication of 'All in its own Good Time' and 'Time Dedicated to you’; campaigns that helped reinforce Bulmers’ strong brand values.

The more recent campaigns feature our Orchardworker characters Dessie, Liam and Tom and familiar faces such as David McWilliams. The recent development of Ireland’s first augmented reality app – the DeCider - which offers customers an interactive engagement with the brand, was a new departure.

An important element of our marketing programme is driving our ethos of ‘doing our bit’ for community and culture. To support this Bulmers has developed a series of exciting & innovative sponsorships including the critically acclaimed Forbidden Fruit Festival each June Bank Holiday Weekend which incorporates 3 days of live music, comedy & culture on site in a spectacular setting.
Bulmers is committed to maximising every event for the city it takes place in and with Forbidden Fruit this reflected in a series of fringe events throughout Dublin city and free transport to and from the festival. The Bulmers Art Tunnel is a unique art installation that Bulmers created to help regenerate wasteland in Dublin’s Smithfield community.
Bulmers Live music and Comedy Events continue to grow in numbers throughout the country. Our continued association with the International Tall Ships Festival that began in Waterford will now extend to the visit to Dublin in August this year, where Bulmers will provide the live music and entertainment for upwards of 1,000,000 people.