Brothers Cider is to add a first-of-its-kind 1.2% abv Cider Shandy.
Slimline cans in Classic Lemon and Dark Cherry will land in B&M and Home Bargains in April (rsp: £2.80-£3/330ml), ahead of a wider rollout across the spring and summer months.
They contain real fruit and natural flavours and 30% less sugar than key alcohol-free cider competitors, Brothers Drinks Co claimed.
They would seek to “bridge the gap between established no & low products and more regular abv offerings”, it added.
The NPD was a “natural and logical progression for the Brothers Cider brand,” following its 2024 rebrand centred on 3.4% abv fruit-flavoured ciders, the supplier said.
By leveraging the term shandy, and rolling out the new products in “retro” packaging, Brothers said it hoped to evoke feelings of nostalgia, while also reimagining the “beer-dominated term for a cider audience”.
“The no & low category is now very much a proactive, considered alternative, and Brothers Cider Shandy is set to bring innovation and real consumer choice to fixtures,” said Brothers Drinks Co marketing controller Emma Vanderplank. “Our research showed that shandy’s retro connotations were viewed warmly and positively, linking back to a more carefree time before smartphones, social media and online domination.
“Brothers Cider Shandy is not about settling for second best, it’s about selecting what suits you best. Consumers want drinks that align seamlessly with their existing habits and social rituals and our Cider Shandy products do exactly that. We’ve mixed apple cider with zesty lemons and juicy dark cherries to create shandy flavours which taste full-on but leave heads feeling clear.”
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