Brutal Fruit, part of the Budweiser Brewing Group portfolio, has launched Brutal Fruit Cider.

The new premium cider is now available across Off-Trade channels. Brutal Fruit Cider is a blend of ruby apple, citrus and subtle spice notes, with a touch of spritz.

Off trade sales director at Budweiser Brewing Group Mark Wingfield Digby said: “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. Brutal Fruit is a resounding success in South Africa where it is the 3rd 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.”

Brutal Fruit Cider has also unveiled a new partnership with British musician and television star Pixie Lott. The partnership includes events 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,” says Pixie 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.”