Somersby Cider gets fruity

Somersby Cider

Carlsberg is expanding its Somersby Cider brand with three new flavours, while providing a packaging refresh for Somersby Original.

The new variants, Somersby Apple Burst (abv 4.5%), Somersby Cranberry (abv 4%) and Somersby Blackberry (abv 4%) are available in wholesalers now in 4 x 330ml and 500ml bottle serves.

The rrp for the Blackberry and Cranberry varieties is £5.00 for a four pack of 330ml bottles and £1.99 for a single 500ml bottle. Apple Burst has an rrp of £4.50 for a four pack of 330ml bottles and £1.89 for a single 500ml bottle.

The brand’s existing medium dry cider, Somersby Original, has undergone a packaging refresh which aims to provide enhanced on-shelf stand-out and help consumers differentiate between the original and new flavours.

David Scott, Director of Brand and Insight at Carlsberg UK, said that cider in the UK is growing faster than the total alcohol category and that off-trade sales of fruit flavoured cider grew by 30% in the last 12 months.

He concluded: “We know there is a strong consumer desire for great-tasting fruit flavoured ciders and we’re confident that our three new flavours will attract more consumers to the category.”

The £7m marketing campaign will include activity across TV, digital, social, radio and at summer festivals.