Budweiser Brewing Group brings Brutal Fruit Cider to UK

Brutal Fruit, a part of the Budweiser Brewing Group portfolio, has announced the launch of Brutal Fruit Cider. The new premium cider is now available across off-trade channels.

While the UK Cider category represents a huge opportunity of £2.9bn in sales [CGA and Nielsen data, 12 months ending 30.11.2023], Budweiser Brewing Group noted that it is losing relevance with women and younger drinkers. Declining category participation of 18-34 year old drinkers resulted in a loss of £22 million over the last year, according to Kantar figures.

As these consumers look for modern, sophisticated brands that deliver a great flavour experience whilst being less sweet and sugary, Brutal Fruit Cider addresses these consumer needs, the group said. After taste testing Brutal Fruit Cider, 80 per cent of UK 18-34 consumers would want to purchase it, and 80 per cent agreed that Brutal Fruit Cider is a modern brand.

Brutal Fruit Cider is a delicately fruity, brutally refreshing blend of Ruby Apple, Citrus and subtle Spice notes, with a touch of Spritz for a refreshingly light body. It has a sophisticated, eye catching and visually appealing serve, reminiscent of cocktails. The effervescent light pink liquid is served in an elegant, fluted glass, poured over ice with a slice of grapefruit to enhance the citrus notes.

“With cider being a huge growth opportunity, we are looking forward to bringing innovation in the form of Brutal Fruit Cider to directly address younger consumer needs,” Mark Wingfield Digby, off trade sales director at Budweiser Brewing Group, said.

“Brutal Fruit is a resounding success in South Africa where it is the third most valuable alcohol brand in 2023 and fastest growing in its segment. We are delighted to bring Brutal Fruit Cider to the UK market and we are confident it will prove a success in driving growth for the cider category.”

The brand also announced a new partnership with British musician and television star Pixie Lott.

Lott was selected to take on this creative role with Brutal Fruit Cider due to her ability to connect with people in a refreshing and authentic way, through her music and radiant personality.

The partnership includes an exciting calendar of events including at Chestertons Polo in the Park, where Brutal Fruit is the official sponsor of Ladies Day. The campaign also includes digital media, instore activation with a free glassware gift with purchase and premium sampling of over 400,000 shoppers.

“I couldn’t be more excited to be partnering with Brutal Fruit Cider this summer,” said Lott, who releases her fourth studio album this year. “I, like Brutal Fruit Cider, share the value of celebrating authentic moments of connection amongst friends. I can’t wait to create special memories with Brutal Fruit Cider this summer.”