Brothers introduces new Wild Cloudy Apple cider

Brothers Cider has introduced its first-ever cloudy apple variant.

The family-owned Somerset business has added premium 7% abv Wild Cloudy Apple to its range.

Inspired by the success of its existing 7% abv Apple & Pear variant –  which is outperforming the category – Brothers is enhancing its portfolio with Wild Cloudy Apple.

Lightly sparkling and naturally cloudy, Wild Cloudy Apple is offered in 500ml single cans, with an rsp of £1.75.

The apple sector remains the most popular part of the wider cider category, accounting for 60% of total sales, and premium apple is the fastest-growing component of this, at +8.5% (Worldpanel).

With apple cider consumers tending to be more loyal than the category average and with a heavier weight of purchase (Worldpanel), the opportunities for 7% abv Wild Cloudy Apple alongside its Apple & Pear partner of the same abv are deemed significant.

Brothers Cider traces its beginnings back to being first sold in 1995 at Glastonbury Festival, just three miles from its cider mill. Despite the world-famous music gathering taking a break this summer, the range will still appear in front of festival-goers nationwide via a comprehensive programme of almost 100 festivals and events, with key gatherings featuring the brand’s new Brothers Bar experience. The interactive bar encounter comprises mini games, photo booths, and VIP seating.

Additionally, until the end of September, retail purchasers of Wild Cloudy Apple and all other can variants across the full Brothers range will be able to win hundreds of cash prizes – including regular top prizes of £1,000, fun festival packages, at-home party bundles, and cases of cider or Brothers merchandise through a simple on-pack mechanic.

The activity – Brothers Cider’s biggest promotion this year – is all about creating memories with mates and is being supported with social media, in-store and digital focus, plus awareness-driving Spotify and podcast campaigns.

Emma Vanderplank, marketing controller at Brothers Drinks Company, says: “Wild Cloudy Apple lines up alongside our existing higher-abv variant, and its appearance and taste will offer real differentiation against a predominantly clear and standard carbonated competitive set. Consumers aged 25-40 are exploring ever-more beyond core offerings, and the look and mouthfeel of Wild Cloudy Apple will appeal to those seeking new and higher quality products.

“The premium segment is the component of the apple cider sector which is showing the strongest growth (Worldpanel) and our long-established Somerset roots in the ‘home’ of traditional-style ciders provide the perfect platform for a successful cloudy product.”