Despite assurances from Bulmers' PR department that the vodka-based Storm would definitely be brought to market in January, Bulmers' marketing director Jon Eggleton admitted last week that this was not guaranteed.
He also declined to discuss speculation that Bulmers was in negotiations to sell the patent for the widget technology. The widget squirts two different coloured liquids into the bottle as soon as it is opened.
Eggleton said the product would go to a 'mix test', a simulated test market which evaluates everything about the brand, including the product, its pricing, naming and packaging, over the next few weeks. The results of that would determine whether it should proceed to a full test launch next year.
Bulmers admitted last week that it would eventually scrap its Bambao PPS.
Analysis, page 17.
_1.jpg)
.jpg)