Bulmers is planning to increase its stake in the UK beer market and become the recognised alternative to the major brewers. The first element of this will be a £3m support package for Spanish beer San Miguel which it markets in the UK. The push will feature its first TV and cinema advertising campaign in this country, breaking in August. Marketing manager Nick White said San Miguel increased volume sales by 74% last year (ACNielsen) and was ranked seventh in the premium packaged lager market. The cider maker is also putting more weight behind its Dutch lager Amstel and plans to triple its volume sales in three years. It will be exploiting the brand's sponsorship of the Champions League soccer tournament. {{DRINKS }}

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