Brothers Cider has expanded its premium range with the launch of its first-ever cloudy apple cider, aiming to capitalise on growing consumer demand for craft-style and premium apple ciders.
The family-owned Somerset producer has introduced Wild Cloudy Apple, a 7.0% ABV cider available in 500ml cans with an RRP of £1.75. The naturally cloudy, lightly sparkling cider has been developed to complement the brand's existing 7.0% Apple & Pear variant, which Brothers says is currently outperforming the cider category in a leading UK multiple retailer.
The launch comes as premium apple cider continues to outperform the wider category. According to Worldpanel data, apple cider accounts for 60 per cent of total cider sales, while premium apple is the fastest-growing segment, increasing by 8.5 per cent [52 w/e 10.08.25 vs YA]. Brothers also notes that apple cider drinkers tend to be more loyal shoppers with a higher weight of purchase than the category average.
Emma Vanderplank, marketing controller at Brothers Drinks Company, said the new product offers retailers an opportunity to tap into demand for more distinctive cider options.
"Wild Cloudy Apple lines up alongside our existing higher-ABV variant and its appearance and taste will offer real differentiation against a predominantly clear and standard carbonated competitive set," she said.
"Consumers aged 25-40 are exploring ever more beyond core offerings and the look and mouthfeel of Wild Cloudy Apple will appeal to those seeking new and higher quality products."
Photo: Handout
To support the launch, Brothers will showcase the new cider throughout the summer at almost 100 festivals and events across the UK. The brand is also running its biggest consumer promotion of the year until the end of September, offering cash prizes, festival packages, party bundles and cases of cider through an on-pack promotion across its canned range. The campaign will be backed by social media, in-store activation, digital advertising and podcast and Spotify promotions.
The new launch follows the introduction of Brothers' 1.2% ABV Cider Shandy range earlier this year, further broadening the brand's portfolio across multiple alcohol strengths and drinking occasions.