Carlsberg UK is tapping into the growing consumer demand for cider by introducing three new variants to its Somersby Cider brand.
Complementing the existing Somersby Original cider, the three new variants are Apple Burst, Cranberry, and Blackberry, which are available in 500ml bottles, recommended for serving over ice.
Somersby Apple Burst is a refreshing apple cider at 4.5% ABV with a sweeter flavour profile than Somersby Original.
Somersby Cranberry offers a slightly sharp cranberry taste, with ABV of 4%. Somersby Blackberry is a fruity, refreshing cider at 4% ABV with a mild yet tangy taste offering a hint of blackberry.
David Scott, director of brand and insight at Carlsberg UK, said: “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 £7million in a new marketing campaign that will truly bring Somersby Cider to the fore for our on-trade customers and ultimately, for consumers.
“Cider in the UK is growing faster than the total alcohol category and fruit-flavoured cider is experiencing 22% year-on-year growth. 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 marketing campaign will include activity across TV, digital, social media and radio and at summer festivals.