Brothers Cider announces launch of two new flavours innovations
Brothers Cider, the fastest growing premium mainstream fruit cider brand (1), has announced it is expanding its range of curious and unique ciders with the addition of two new flavours Pink Grapefruit and Honeycomb. As 81% of cider drinkers (2) and consumers from gen Z and millennial demographics (3) like to experiment and look for unique and unusual flavours, these latest innovations from Brothers, will allow retailers to cater to this growing consumer demand. As part of this strategy, Brothers is also bringing its Cloudy Lemon variant back, due to popular demand.Brothers Pink Grapefruit delivers a sweet citrus edge with a zesty burst of flavour, and Honeycomb provides a tantalising mix of unique honey flavours with a delicious mix of subtle sweetness.
These latest innovations are joined by the return of the industry first Lemon cider – Brothers’ Cloudy Lemon. A delicious blend of sweet and sharp lemon flavours delivering a refreshing and crisp taste, perfect for summer. All of these new additions to the Brothers range are gluten free, vegan friendly and at 4% ABV.
The new variants to the Brothers’ range follow a successful year for the brand in 2020 – as it continues to be the fastest growing premium mainstream fruit cider brand. Leading SKU’s Toffee Apple and Rhubarb and Custard experienced significant growth, with Toffee Apple up 20% up and Rhubarb & Custard up 34% (4). Internationally the brand is also going from strength-to-strength, with presence in over 20 markets and set to launch in Canada, following strong performances in China, Thailand and Europe.
Nicola Randall, Senior Marketing Manager at Brothers commented:
“We know that there is a huge desire from fruit cider drinkers for new and interesting flavours, therefore we are confident that our two new and original flavours Pink Grapefruit and Honeycomb, will not only excite our existing customers but bring in new ones as well. As part of our flavour strategy for 2021 and as a leader in innovation within the category, we are also excited about the return of Cloudy Lemon, which was the industry’s first Lemon flavoured cider. We faced a huge demand from our customers to bring it back and we listened.”
Marc Charles, Global Commercial Director added:
“We are delighted that Brothers maintained its forward momentum during 2020 as the UK’s fastest growing premium mainstream cider brand. We also extended our presence internationally by growing in Asia and moving into Canada. In 2021, as one of the UK’s leading cider and drinks producers, our focus and commitment is to continue adding value for consumers through these creative launches and provide the highest levels of service, quality and production capability for our customers”.
(1) IRI Worldwide Cider Report to w/e 05.12.20 Premium mainstream fruit cider value
(2) Mintel/Lightspeed. October 2019
(3) Global Data 2019 Q4 Consumer Survey - UK
(4)IRI Worldwide Cider Report to w/e 05.12.20. Premium mainstream fruit cider value