Bulmers names marketing chief

Embattled cider company Bulmers has promoted head of innovation Sarah Heynen to marketing controller. She replaces Andrew Carter, who leaves in January to join Australian brewer Lion Nathan, owner of Castlemaine XXXX (MW November 7).

Heynen will head Bulmers’ 15-strong marketing team and will report to group marketing director, Jon Eggleton. Heynen’s promotion marks the end for Bulmers’ aggressive new product development strategy, which was central to the company’s efforts to become a major international player in the drinks industry. The NPD team will now be absorbed into the main marketing department, with responsibility for innovation switching to brand managers.

A Bulmers spokesman confirms that Bambao, the Brazilian-themed premium packaged spirit, is being “phased out” (MW October 17). The launch of Storm, a PPS which has a “widget” to mix two different coloured liquids when the top is removed, is still under review. Storm has already been delayed by a year due to technical problems (MW April 25).

Heynen joined Bulmers in 1997 from KP Foods, where she was group brand manager. Before becoming head of innovation in 2000, she was Strongbow marketing manager.

Bulmers has yet to announce a replacement for chief executive Mike Hughes, who resigned in September along with finance director Alan Flockhart, after the revelation of a £3.8m hole in Bulmers’ accounts related to “previously unidentified promotional costs”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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