Bulmers picks group supremo

Bulmers has promoted its UK consumer marketing director Jon Eggleton to group marketing director, as the cider giant battles against what chief executive Mike Hughes calls a “tidal wave of ready-to drink (RTD) products”.

In his new role, Eggleton will have worldwide responsibility for all of its brands, and a seat on the main board.

Bulmers is also surrendering UK marketing and distribution for packaged Red Stripe beer to Charles Wells, which brews and markets the draught version in the UK. Charles Wells also distributes and markets the Diageo-owned cult Jamaican brand in Europe.

Charles Wells’ commercial director Nigel McNally says the brewer plans to increase the ad budget for Red Stripe significantly and bring UK advertising in line with the rest of the world. Agencies will be reviewed immediately. It is thought unlikely that incumbent TBWA/London will repitch, as it is also the incumbent for Bulmers’ advertising and is a Scottish Courage roster agency.

Bulmer’s figures, released this week, show RTD brands were a major factor in Bulmers’ 26 per cent drop in pre-tax, pre-exceptional profits, to £21.1m from £28.6m for the year ending April 2002.

Bulmers new RTD Bambao, which has a Brazilian theme, is on trial in selected UK markets (MW April 25). Bulmers claims Bambao is performing well, but another, as yet unnamed, product launch – thought to be a revolutionary widget-based mixer called Storm – is still delayed.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here