New flavours and packs for fruit ciders have arrived in time for a Scottish heatwave
Today’s cider drinkers seek new, exciting variants with exotic flavour profiles, according to Kathryn Purchase, director of customer marketing at Carlsberg UK.
“To meet these demands we have extended our Somersby Cider portfolio with the launch of three new variants – Somersby Apple Burst, Somersby Cranberry and Somersby Blackberry, which we believe will thrive in the current market, due to their on-trend style and diverse flavour,” she said.
To support the Somersby brand and help promote the new range, Carlsberg has launched a national marketing campaign with an overall investment of £7m across TV, digital, social, radio and at summer festivals.
• Flavoured cider is still growing and New Zealand-origin Old Mout, which was launched in the UK in 2014, is driving much of the world cider and flavoured cider growth, according to Nielsen research quoted by Heineken.
A new flavour, Pomegranate & Strawberry, was recently launched with a £4m marketing campaign.
Heineken is also giving away 5,000 pairs of personalised high-top trainers as part of a new promotion for Bulmers.
To take part, consumers have to take a flash photo of their Bulmers bottle with the photo revealing whether they have won. The word ‘WIN’ on the label will sparkle in the picture which then needs to be shared on Facebook, Twitter or Instagram alongside #LiveColourful to claim the prize.
• The Swedish Cider Company has launched a new pack for the most popular flavours of its Alska brand. Nordic Berries and Strawberry & Lime are available in 330cl slim cans.
The firm has also expanded its product range with the addition of two seasonal flavours, Peach & Raspberry and Pear and Lychee.
David Hughes, UK country director for The Swedish Cider Company, reckons the cider market will continue to show contrasting fortunes for different categories.
“The first generation cider brands will be static, whilst the fruit flavoured brands will continue to drive the growth, which is forecast to continue through to 2017,” he said.
“The major point for cider is stocking a range of brands that all have different USPs, whether product, flavour, price or packaging. This will ensure that the category appeals to the widest possible demographic.”
• Despite the recent proliferation of flavoured ciders, Scottish audiences still prefer apple cider, according to Stella Artois brand owner ABI, which recommends retailers offer Stella Artois Cidre and other apple varieties to cater to the preference.
Beyond that, the firm recommends offering three or four different flavours that tap into sweeter taste trends.
Stella Artois Cidre Peach and Stella Artois Cidre Elderflower were launched in February in preparation for the summer months. Stella Artois Cidre is also due to become available in new slim cans in Peach, Elderflower and Raspberry.
“Scottish cider drinkers are fans of the original Stella Artois Cidre over the Pear or Raspberry flavours,” said Sunny Bhurji, trade marketing and category management director at ABI. “However, this could be set to change with the new variants.”
• Kopparberg is investing £5m in marketing events, press, social media, digital and outdoor activities this summer. The campaign focuses on Kopparberg Strawberry & Lime and Elderflower & Lime, before introducing the new Frozen Fruit Cider range.
Packaged in a metallic pouch, Kopparberg Frozen Fruit Cider should be frozen for eight hours then squeezed into a glass and garnished with either a wedge of lime for Strawberry & Lime, or a slice of cucumber for Elderflower & Lime.