Glastonbury cider brand Brothers is launching an apple cider to join its pear and flavoured cider ranges.
Brothers Bittersweet Apple Cider is a 5.5% abv medium dry cider which is high in tannins but low in acidity. It will come in 500ml bottles and 250ml stubbies.
It is the first purely apple cider that the company has launched and is a response to the maturation of the apple cider sector where consumers are becoming more educated and are actively seeking out new flavour profiles and propositions, managing director Matthew Showering said.
“Brothers Cider is a natural innovator, being the first to market with both pear and flavoured ciders,” he told the Morning Advertiser. “The apple cider category has lacked significant innovation for some time and we felt it was time to take our fast growing brand and inject some excitement into the marketplace.”
The company is doubling its marketing support for the brand this year, spending £2.75m on a TV advertising campaign, sponsorship of the O2 Arena and music events.
Sales increased 77% in the year to February 2010, Showering said.