Bulmer's is trying to break out of the vicious circle in the high strength low price white cider sector by supporting its White Lightning brand with TV advertising. The cider maker acquired the brand when it took over Inch's in 1996 when it was a low priced commodity brand. It was relaunched two years ago with a view to repositioning it as a brand with a franchise and real status. Since then the price has been moved up slightly and it has been backed by some promotional activity. A spokesman said this work is beginning to pay off. It now has improved distribution, greater presence on shelf a better rate of sale, and in the last two years its volumes have grown 20%. Bulmers said the brand now has a 40% share of the category which accounts for 18% of cider sales. "The trade has seen that consumers are prepared to trade up. This is important for the retailers as it improves cash flow and margins." White Lightning is a dedicated off-trade brand and its main competitor is Frosty Jack from Aston Manor The relatively small scale TV campaign is being run this summer on Channel 5. It consists of two versions, one of a group of lads, the other a group of girls each getting ready for a night out. A quirky promotion it ran earlier in the year on the brand has been paying off for three cash and carries. Bulmers bought a grey racehorse and called it Go White Lightning. So far it has raced twice and won. This is good news for the three winners of a promotional display competition ­ Booker, Nuneaton, Bestway, Swansea and East End Foods, Smethwick, whose prizes were a share of any winnings. {{DRINKS }}

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