Brothers Drinks Co. is set to expand its range with the launch of a new Cider Shandy line, rolling out during May in time for the key cider season.
The new range comprises two 1.2% ABV variants – Classic Lemon and Dark Cherry – launching in 330ml cans. They will be sold in four-packs, with a shelf price expected to sit between £2.80 and £3.
Brothers says the variants contain real fruit and natural flavours and are designed to deliver “full on” taste while leaving “heads feeling clear”. The business also claims both flavours are lighter in calories and contain at least 30% less sugar than key alcohol-free cider competitors.
The range uses bold, retro-inspired multipack graphics to communicate the Cider Shandy proposition, alongside sleek-format cans intended to offer convenience, portability and recyclability.
Brothers is pitching the launch as a way to bridge the gap between no and low options and regular ABV ciders, using the term “shandy” – traditionally associated with beer – for a cider audience. The family-owned Somerset brand says the products build on its 2024 repositioning around sessionable, easy-drinking 3.4% ABV fruit-flavoured ciders.
The company’s research suggests the lowest ABV band in cider (1.2% and below) is the fastest-growing segment, with volume up 36% and value up 29%. It also claims the number of no and low cider segment shoppers has risen by 18% in the last year, with those shoppers described as younger and more affluent than the total cider category average.
