Kopparberg launches new limited-edition Summer Punch

• The Swedish drinks brand, famous for its bold and fruity cider and cocktails range, is bringing a new summer-inspired variant to its range.
• The limited-edition Kopparberg Summer Punch cider tells the story of a Swedish summer on the lakes listening to music with friends and will launch in stores from March 2023.
  
• The new flavour pairs its delicious apple cider with a splash of peach for a refreshing taste of summer in every drop. 

Despite the current snowy forecast looming over the UK this week, the Met Office is predicting this summer to be the hottest on record, so Kopparberg plans to keep fans cool and refreshed with its new limited-edition variant.

With 80% of fruit cider drinkers actively seeking out new and different flavours¹ and almost half of fruit cider drinkers looking to Kopparberg first for new flavours² new products are gladly welcomed by fans.

Kopparberg’s limited-edition Summer Punch cider pairs the brand’s delicious apple cider with a taste of peach – an increasingly popular flavour amongst UK consumers.

Rob Salvesen, Head of Marketing at Kopparberg explains:

“Our consumers are at the heart of everything we do, and any flavour innovation is always rooted in giving our fans new, exciting, and trending flavours. Peach as a flavour has been trending across social media and our limited-edition Summer Punch delivers the goods when it comes to flavour and summer vibes.”

While consumers look forward to the arrival of spring and a scorching summer predicted, fruit cider consumption is set to spike³ with Kopparberg likely to uplift more than any other cider brand⁴. Rob continues:

“What we try our best to achieve with our limited-edition products, is to create some excitement and newness to our packaging, whilst retaining our core creative credentials.

“The creative idea behind Summer Punch, is to echo Sweden’s sophisticated simple line designs and illustrations while giving Summer Punch a story and expression of its own that tells the story of the Swedish summer on the lakes, with music and friends.”

The unique design approach worked well for the brand’s previous limited-edition variant, Mixed Fruit Tropical, which became the biggest cider NPD of 2021⁵ and has the third highest penetration in cider⁶ behind Kopparberg’s Mixed Fruit and Strawberry & Lime variants.

From March, Kopparberg Summer Punch will be available from Sainsbury’s, Waitrose, and Tesco, in Morrisons from April and in ASDA from May. 

¹VYPR consumer research, ‘Do you actively look for new flavours of Fruit Cider?’, N=250, May 2022.

²VYPR consumer research, ‘Which Fruit Cider brand would you expect to see new flavours from?’, N=59, May 2022.

³IRI, IRI EXT Marketplace, Total BWS, Value Sales Index (Cider vs. BWS), 52wk/e 29/12/19.

⁴IRI, IRI EXT Marketplace, Total Fruit Cider, Weekly value sales, 52wk/e 26/12/21.

⁵IRI, IRI EXT Marketplace, Total Cider, Value, 52wk/e 26/12/21.

⁶Kantar Worldpanel, Total market, Total cider, Customer numbers, 12wk/e 05.09.21.