Brothers Cider new 500ml can range

Somerset-born Brothers Cider has revealed its biggest-ever relaunch, including new flavours, packaging and liquids.

The brand said it has decided to focus on four key, permanent flavours in an effort to revive the fruit cider category:

  • App-Solutely Pear-fect – apple and pear
  • Un-Berrylievable – apples, blackberries and raspberries
  • Best of the Zest – orange and lemon
  • Berry Sub-Lime –lime and raspberry

All packaging across the range has been given a refresh, with a redesign which aims to better communicate the brand’s free-spirited personality.

The new liquids have a much lower sugar content, with natural fruit flavours providing all the necessary sweetness. The recipes are free of added colours and artificial flavours, and are suitable for vegans and gluten-free individuals.

Starting in May and running throughout the summer, a consumer campaign will support the relaunch with TV sponsorship, video on demand, festival activation, consumer PR, in-store activities and a social media campaign.

Nicola Randall head of marketing at Brothers Drinks Co said: “We’re really playing up our British provenance; we’re really going to be showcasing our honest company and brand values; and we’re focusing in on light, refreshing, natural products and shoppers in independents are really going to sit up and notice what Brothers Cider stands for.

“As a company, we’re family-owned and agile and, as a brand, Brothers Cider is independent and natural; it’s the free-spirited fruit cider and it does things differently. We’ve put the consumer at the very heart of the relaunch and we’re confident that our approach as a seriously unserious cider is going to truly resonate and have huge appeal and prove a big success for both depots and retailers.”

The new packs will roll out on the shelves in Booker, One Stop, Morrisons and Tesco this month.

All flavours will be sold as single 500ml regular format cans, single 330ml cans and 6 x 330ml multipacks.

Three of the four relaunched Brothers Cider products will be available at the new level of 3.4% ABV and in a nod to the brand’s original Glastonbury Festival cider, the App-Solutely Pear-fect variant will be offered at 7.0% ABV.