Brothers Cider unveils new formulations and packaging and Glastonbury promotion

Brothers Cider, which will again be the Official Cider of Glastonbury Festival, has enhanced both the packaging and formulations of its ciders.

New-look cans feature more impactful fruit flavour illustrations and text; a ‘Naturally Fruity Cider’ banner to emphasise that the products contain only natural fruit flavours; and a ‘Born in Somerset. Raised at festivals’ banner to underpin the brand’s longstanding association with festivals.

To reflect the redesigned cans and increase the brand’s on-shelf presence, trade cases are now offered as shelf-ready packs. The new trade cases continue to contain 10 x 500ml single cans but incorporate rip-tear perforations to allow cases to be easily merchandised on shelf; extra clear messaging to facilitate effective ranging; and bold, block colourways to differentiate flavour variants.

Modifications to formulations provide fuller fruit flavours and a more appley taste overall. The improved formulations remain ideally suited to enjoying at sessions and continue to use only natural flavours. The abv levels remain the same.

It is 30 years since Brothers Cider was first served at Glastonbury, and the company’s Festival Apple Cider will once again take centre stage at the 100-bar, five-day event, with other flavours in the range also being served on-site, including at Brothers’ B-Bar. From 25 – 29 June, over 200,000 attendees per day will have the chance to experience Brothers Cider.

To amplify the tie-in with Glastonbury, Brothers Cider is offering can purchasers the chance to win tickets to the sold-out event. Consumers enter the instant-win competition by scanning a QR code on cans which links to a bespoke promotional website, and inputting a unique printed code located on the underside of ring-pull tabs. Competition codes will appear on all 330ml and 500ml cans, with each individual can offering one opportunity to win.

The promotion runs until 31 May and, aside from the coveted headline prizes of five pairs of event tickets, hundreds of other festival-themed items will be up for grabs, including bucket hats, cool bags and water bottles, plus cases of Brothers Cider. The initiative will be supported by extensive social media and digital advertising.

Emma Vanderplank, marketing controller at Brothers Drinks Company, says: “With our striking clean, white can designs now even more impactful and a newly enhanced  taste profile which sets us clearly apart from the competition, we do cider differently. Brothers is the free-spirited fruit cider and our approach as a seriously unserious cider is resonating with consumers and set to gain even further appeal this year. 2025 marks 30 years since Brothers Cider first debuted at Glastonbury Festival and the brand has been pioneering fruit cider in its own unique way ever since.”