Brothers Cider has relaunched its flagship cider brand after conducting extensive consumer research into today’s flavoured cider drinkers.
The relaunch takes in new liquids, new packaging and new flavours, coupled with a new creative identity and is supported by a major marketing campaign that will start in May and run throughout the summer. The marketing package will comprise TV sponsorship, video on demand, festival activation, consumer PR, significant in-store activity and a major social media campaign.
Reflecting changing consumer preferences, Brothers will now focus on four permanent flavours: App-Solutely Pear-fect, an apple and pear cider; Un-Berrylievable, a fusion of apples, blackberries and raspberries; orange and lemon-flavoured Best of the Zest; and Berry Sub-Lime, a combination of lime and raspberry.
To target consumers seeking refreshing, sessionable fruit-flavoured ciders, three of the four products relaunch at a new ABV of 3.4%. In a nod to the brand’s original Glastonbury Festival cider, App-Solutely Pear-fect is offered at 7.0% ABV, aligning it to comparable apple and pear flavour competitors.
The new liquids have a much-reduced sugar content, with natural fruit flavours providing all of the sweetness. The recipes contain no added colours or artificial flavours and are vegan friendly and gluten free.
Brothers said the new range “successfully embodies both the brand’s heritage in interesting flavour development and the consumer’s need for familiar, appealing products which really deliver refreshment”.
Drawing on key insights from its category research, redesigned packs see playful illustrations and vibrant real fruit depictions on clean, white cans. Prominent text reinforces the brand’s Somerset heritage and makes clear that the products use all-natural flavours.
Mirroring both consumer preferences and environmental benefits, all take-home variants will be available in cans only: single 500ml, single 330ml sleek and 6 x 330ml sleek-can multipacks.
