Trailblazers of fruit cider, Brothers Cider, has experienced exceptional results following the launch of new variants; Red Apple, Tutti Frutti and Marshmallow.
Brothers is the best performing premium mainstream flavoured cider over the 52 weeks to June with year-on-year sales increasing by 69%[1] . This follows its momentum in 2019 when Brothers was the fastest growing cider brand in the on and off-trade according to CGA[2] and IRI[3], and the company, Brothers Drinks Co., was the fastest growing cider producer in the UK off-trade3 .
The latest entrants from Brothers keep the brand at the forefront of flavour innovation as it continues to search for ways to add value for consumers and retailers.
This year’s new variants; Red Apple, a sweeter style apple cider, Marshmallow and Tutti Frutti are experiencing strong sales alongside established flavours including Toffee Apple and Rhubarb and Custard. Toffee Apple is up 22.2% in value in recent months and Rhubarb Custard 93.1%1, further demonstrating the strong momentum the brand has built over the past 18 months.
As well as UK progress, the cider producer has extended its international reach, doubling sales in 2019, and is seeing a recovery at the moment in some international markets, especially Asia, with sales in China about to exceed 2019 year to date since January.
The recent launch of the ‘Curious Mix’ campaign has gained serious traction across social media platforms and continues to strengthen Brothers’ position as an interesting and exciting brand amongst Gen Z and ‘Millennials’, 58% of whom typically chose unusual, new or ‘on-trend’ flavours.
Marc Charles, Global Commercial Director, commented “There has been a sharp increase in cider sales across the off-trade category over the past few months and the industry has done a great job in rising to the challenge to satisfy demand. Our recent performance in the UK and internationally is very encouraging and we are extremely grateful to our customers and consumers for choosing Brothers. Our job is to listen to them and keep producing interesting and quality ciders that taste great and add value to their businesses and drinking occasions. Brothers Drinks Co. is one of the largest and most capable cider producers in the UK so we are well placed to continue this growth and are ambitious to do so.”
Nicola Randall, Senior Marketing Manager added “Looking ahead at the rest of the year, the Autumn and Winter months will provide us with more exciting opportunities. We’re already seeing accelerating sales for our Toffee Apple variant, and as the unofficial cider of Halloween we’re expecting that to ramp up over the next few months. Brothers cider is definitely on an exciting journey as we continue to be at the forefront of innovation in the cider category.”
[1] IRI Worldwide Cider Report to w/e 22.06.2020. Premium mainstream fruit cider value
[2] CGA OPMS P12 Data to 30.11.2019
[3] IRI Worldwide Cider Report to w/e 7.12.2019. Premium mainstream fruit cider value
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