New Look Packaging For Brothers Cider
28 Feb 2013 --- Brothers Cider, the company responsible for creating the pear and fruit flavoured cider markets, is celebrating its fifth anniversary by launching a new premium look.
Drawing on Brothers’ position as a family-run, independent, UK-based company with roots in live music, the redesign cements the brand’s position as a premium, modern, British drink.
Using a mixture of ‘classic’ and modern typefaces alongside new illustrations, the new packaging uses elements from an early design drawn up by the wife of one of the company’s eponymous brothers.
The new look is being launched on the 500ml bottle range of Strawberry, Wild Fruit and Toffee Apple flavoured ciders together with the signature 7% ABV Festival Pear Cider. The Wild Fruit flavour replaces Tutti Frutti as Brothers felt it was a better description of the product’s ingredients. The new packaging will then be rolled out across the full range of bottles and cans over the coming months.
The re-launched packaging will be backed by a £5m UK-wide marketing push using a combination of sampling, outdoor poster and digital advertising targeted to reach 20 million people. The campaign will also feature a strong digital element for the trade, with bespoke online games, ‘Brothers Bar of the Week’ promotions and digital marketing guides for on-trade outlets.
Brothers started selling its ciders at the Glastonbury Festival back in 1995 but the brand has only been available in the on and off-trade for the last five years. Since then it has grown to a retail value of £46m.
Matthew Showering, one of the four Showering brothers who run the Somerset company said, “Brothers Cider has been a fantastic success story, but keeping Brothers as a genuine and effective choice amongst the now rather crowded Cider and Fruit Flavoured fixture requires constant innovation.
“This next stage of our journey reflects the changing needs in the British cider market. We know more people than ever are drinking cider and we recognise the early adopters of Brothers who discovered our cider at Glastonbury have grown older and wiser.
“So we’re adapting to make sure we deliver strong profit margins throughout the supply chain. That means helping retailers maximise their profitability by converting space held by apple ciders, lagers and RTD’s to premium fruit ciders such as Brothers.”
