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 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. It’s history stitched with flavour.

Check out the 45 sec film as part of the campaign:

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.”

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.