Brewer Molson Coors has launched a new variant of Carling British Cider, picking up on the popularity of flavours such as peach and apricot.
Orchard Fruits, which comes in 500ml bottles, is the second flavoured version of the original apple cider after last year’s launch of a cherry variant.
According to research by Kantar, the “orchard fruit” segment, which consists of fruits such as peach and apricot is in both volume and value growth.
Jim Shearer, brand director for Carling at Molson Coors UK, said: “Cider is an exciting category and continues to attract more and more consumers with the fruit cider category registering 30% year-on-year growth.
“We believe that the recipe for success for the Carling British Cider portfolio is recognisably British flavours that are simply described and distinct in their flavour profile. This is the key reason that the Cherry flavour has delivered beyond our expectations.”
The Orchard Fruit launch is being supported alongside the existing Carling British Cider portfolio with a £5.4million advertising campaign including TV, outdoor and digital. At 4% ABV, it will be available across both the on- and off-trade.
Carling British Cider Apple won Product of the Year 2015 – the world’s largest consumer-voted award for product innovation – after votes from over 12,000 UK households.
Jim added: “We expect Orchard Fruits will continue to build on the momentum we are gaining with the Carling British Cider portfolio, particularly following the win of Product of the Year Award 2015 for Carling British Cider Apple.”