Brothers Cider undergoes ‘biggest-ever’ rebrand with new flavours and designs

• Supplier: Brothers Cider
• Product: App-Solutely Pear-fect, Un-Berrylievable, Best of the Zest and Berry Sub-Lime.
• Availability: February

Brothers Cider is set to undergo its “biggest-ever” relaunch with new packaging, flavours and a large-scale marketing campaign.

The supplier will relaunch its brand this month in Booker and One Stop for convenience stores.

Its revamped range will focus on four permanent flavours: App-Solutely Pear-fect, Un-Berrylievable, Best of the Zest and Berry Sub-Lime.

These new flavours will be housed in cans with illustrations and real fruit depictions on white background. They will be available in single 500ml and 330ml formats and 6x330ml can multipacks.

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Three of the flavours will have a 3.4% ABV, while App-Solutely Pear-fect will have 7.0% ABV.

The supplier said these new varieties were motivated by customers’ increased preference for “sessionable, easy-drinking flavours” instead of quirkier flavours.

Nicola Randall, head of marketing at Brothers Drinks Co., said: “With new liquids, new packaging, new flavours and a new positioning, we’re being bold and disruptive to create a relevant and credible offering for today’s cider drinkers.

“We’re really playing up our British provenance; we’re really going to be showcasing our honest company and brand values; and we’re focusing in on light, refreshing, natural products and shoppers in independents are really going to sit up and notice what Brothers Cider stands for.”

Brothers will support the rebrand with a marketing campaign starting in May and running throughout the summer across TV, VoD, festivals, in-store activity and social media.

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