Bulmers is increasing its domination of the cider category and slowly dragging it out of price fighting and decline. It reported total growth of its branded business at 5% and in the take home market alone it is 12% up. This is against a category performing in line with the beer market. In the take home market cider was down 3% against a long drinks market growing 1%. Bulmers said this was mainly due to reduced own label volume sales. The figures indicate the rest of the cider market has put in a negative performance. Managing director Tim Furze said: "We are growing value sales ahead of volume because the thrust of our efforts has been driving our higher priced premium brands Strongbow and Scrumpy Jack. "It has not been through working at the bottom of the market." He said the aim for his brands was for them to be price competitive with the leading players in the long drinks market such as Foster's and Stella Artois. "We are continuing to put a lot of money above the line on our key brands. In this market a reducing number of very large brands are spending increasingly significant amounts on advertising." This has even extended to White Lightning which is at the top end of the price led white cider sector. Some exploratory TV ads have been produced for it. {{DRINKS }}