Carlsberg plans major spending on its expanding cider brand
A year of growth has encouraged Carlsberg to spend £7m marketing its Somersby cider range.
Director of customer marketing Kathryn Purchase said: “Somersby is the fastest growing cider brand in the world, available in over 40 markets, with year-on-year growth of 41%.
“This gives us the confidence to invest £7m in a new marketing campaign that will bring Somersby cider to the forefront for our customers.”
For 2015 the Carlsberg-owned cider range has added three new flavoured ciders: Apple Burst, Cranberry, and Blackberry.
Purchase said: “Somersby Original has also undergone a packaging refresh, providing enhanced on-shelf stand out.”
And Carlsberg has reacted to what it sees as increased demand for alcohol-free beers with the launch of San Miguel 0,0% and San Miguel 0,0% Limon.
“Detailed research suggests that alcohol-free beers will play an important role in attracting of consumers into the beer category,” Purchase said.