Alcohol supplier Brothers Cider has announced it is launching its first ever cloudy variant.
The family-owned Somerset drinks brand is adding the premium 7% abv Wild Cloudy Apple to its range to target consumers who wish to “explore beyond the category’s mainstream offerings,” it said.
Inspired by the success of its existing Apple & Pear variant in the same strength - which is outperforming the category - the brand is well known for its bold approach to innovation and flavour development and the additional line “will create a premium pairing set to benefit from current rapid growth in craft cider interest,” it added.
Lightly sparkling and naturally cloudy, the new Wild Cloudy Apple is offered in 500ml single cans, retailing at £1.75.
The product’s hazy look has a natural, unfiltered appearance and plays well to Brothers’ West Country provenance. The addition of Wild Cloudy Apple generates a dynamic duo targeted at “more adventurous drinkers who value uniqueness and product character.”
The brand traces its beginnings back to being first sold in 1995 at Glastonbury Festival, three miles from its cider mill. Despite the music gathering taking a break this summer, the range will still appear in front of festival-goers nationwide via a comprehensive programme of almost 100 festivals and events, with key gatherings featuring the brand’s exciting and visually impactful new Brothers Bar experience.
The interactive encounter comprises mini games, photobooths and VIP seating, amongst a whole host of ways allowing consumers to make fun and memorable summertime connections with the brand.
Additionally, through until the end of September, retail purchasers of Wild Cloudy Apple and all other can variants across the full Brothers range will be able to win hundreds of cash prizes – including regular top prizes of £1k, fun festival packages, at-home party bundles, and cases of cider or Brothers merchandise through a simple on-pack mechanic.
The activity - Brothers Cider’s biggest promotion this year - is described as being “all about creating memories with mates,” and is being supported with social media, in-store and digital focus, plus awareness-driving Spotify and podcast campaigns.
Emma Vanderplank, marketing controller, said: “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.
“Consumers aged 25 to 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.”
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