US-style cider Hornsby’s adds new blueberry flavour

Hornsby's Blueberry Cider

A new blueberry flavour has been added to the range of American-style cider Hornsby’s because of the berries’ popularity with British consumers.

C&C Group is launching Hornsby’s Blueberry Cider, with ABV of 4%, in the UK this month after launching the brand into the UK on-trade a year ago.

Capitalising on the popularity of fruit-flavoured ciders, it combines Hornsby’s Crisp Apple Cider with ripe blueberries – a berry traditionally from North America.

Hornsby’s was launched as “cider served the American way” with a softer carbonation, designed to be enjoyed chilled and straight from its 330ml long-neck bottle.

The new flavour joins the existing Hornsby’s Crisp Apple at 4.5% ABV and Hornsby’s Crisp Pear with Strawberry & Lime, also at 4% ABV.

Blueberries have continued to grow as a popular flavour in the UK, overtaking raspberries as the second most popular berry in supermarkets.

Amy Burns, brand manager for Hornsby’s, said: “With its innovative serve style and Californian heritage, Hornsby’s is ideal for consumers who love to try new things when socialising with their friends.

“Since launching the brand to the on-trade last year and to the off-trade in February, Hornsby’s has been a star performer within C&C Group, buoyed by a growing consumer interest in new cider serves and flavours from around the world.

“Hornsby’s has opened up a large growth area in the cider market and with two fantastic flavours already under our belt. Blueberry was a natural progression. Sweet, crisp and refreshing, it blends the best of flavours from both sides of the Atlantic, with a nod to our laidback California roots.”

The new flavour will be backed with a summer PR and marketing push aimed at the brand’s young adult target consumer, with creative point-of-sale and promotional support materials in development.

Acquired by C&C Group in November 2011, Hornsby’s is one of the leading US ciders and one of the top brands on the US West Coast.

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