25 Feb 2015 --- Carlsberg UK is tapping into the burgeoning consumer demand for cider by introducing three new flavours to its Somersby Cider brand, while providing a packaging refresh for Somersby Original.
The new variants, Somersby Apple Burst, Somersby Cranberry and Somersby Blackberry are now available in multiple retailer Asda, with further listings confirmed for Tesco and the convenience channels. Each variant is available in 4 x 330ml and 500ml bottle serves.
Somersby Apple Burst is a refreshing apple cider at 4.5% ABV with a sweeter flavour profile than Somersby Original.
Somersby Cranberry offers a delicious, slightly sharp cranberry taste and an ABV of 4%.
Somersby Blackberry is a fruity, refreshing cider with a 4% ABV and a mild-yet-tangy taste offering a hint of blackberry.
The new range complements the brand’s existing medium dry cider, Somersby Original, which has undergone a packaging refresh to provide enhanced on-shelf stand-out and help consumers differentiate between the original and new flavours.
David Scott, director of brand and insight at Carlsberg UK, comments: “Somersby Cider is the fastest growing cider brand in the world, available in over 40 markets, with year-on-year growth of 41% across the brand. This gives us the confidence to invest £7m in a new marketing campaign that will truly bring Somersby Cider to the fore for our customers and ultimately, for consumers.
“Cider in the UK is growing faster than the total alcohol category and in the past 12 months off-trade sales of fruit flavoured cider grew by 30%*. We know there is a strong consumer desire for great-tasting fruit flavoured ciders and we’re confident that our three new flavours will attract more consumers to the category.”
The RRSP for the Somersby Blackberry and Somersby Cranberry cider is £5.00 for a 4-pack of 330ml bottles and £1.99 for a single 500ml bottle. Somersby Apple Burst has an RRSP of £4.50 for a 4-pack of 330ml bottles and £1.89 for a single 500ml bottle.
