Somersby adds strawberry and rhubarb cider on draught


Somersby cider rhubarb strawberry

Carlsberg UK is to add Strawberry and Rhubarb as a new flavour variant to its Somersby Cider portfolio, available exclusively in the on-trade from April.

It will be the brand’s first flavoured cider available on draught, complementing Somersby Original which was launched on draught in the on-trade in 2013.

The new flavoured cider will be supported by branded glassware and on-trade point-of-sale kits including drip-mats, bar runners and font colours. It comes ahead of a summer of festival activation for the Somersby brand.

The new variant joins the brand’s existing flavoured cider portfolio which includes Apple Burst, Cranberry, and Blackberry, available in 500ml bottles throughout the on-trade. The portfolio has been developed to meet increased consumer demand for refreshing fruit flavour combinations.

David Scott, marketing director at Carlsberg UK, said: “The cider is made in Herefordshire using real fruits to deliver a balance of sweetness with aromas of ripe strawberries against rich, earthy rhubarb.”

Citing research group CGA, he added: “Fruit cider is now worth £492m to the on-trade, accounting for 26% of total cider sales and is experiencing exponential growth, up 30%.

“It’s an exciting time for cider, particularly ahead of the spring and summer months when we know that consumers reach for flavoured cider products that deliver on quality, taste and refreshment.”

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