Kopparberg aims for the heat with limited-edition launch
SWEDISH alcohol drinks firm Kopparberg has got a punchy new addition just in time for the warmer weather.
Kopparberg Summer Punch flavoured cider comes as a limited-edition release and is available to buy now in 330ml can four and 10-pack formats, as well as a 500ml bottle offering.
The new variant has already rolled out to Sainsbury’s, Waitrose and Tesco stores with further launches in April and May for Morrisons and Asda stores respectively.
Kopparberg hopes that the latest offering will help to capitalise on consumer demand for new and different flavours across the cider category, as Vypr consumer research stated that 80% of fruit cider drinkers are actively seeking new and different flavours in the lead-up to summer.
Combining the brand’s familiar apple cider with peach flavours, this marks Kopparberg’s latest limited edition launch since 2021’s Mixed Fruit Tropical cider.
Rob Salvesen, head of marketing at Kopparberg, said: “Our consumers are at the heart of everything we do, and any flavour innovation is always rooted in giving our fans new, exciting and trending flavours.
“Peach as a flavour has been trending across social media and our limited-edition Summer Punch delivers the goods when it comes to flavour and summer vibes.”
And the timing couldn’t be better for the cider firm. With a reportedly hot summer on the way, IRI data has predicted that sales of fruit cider are set to spike with the sun, with Kopparberg likely to see more uplift than other cider brands.
To really make the most of this, Kopparberg has recommended that retailers stay well stocked-up on its range of cider options across the summer months to really capitalise on those elusive Scottish sunny spells.
This could be even more the case this year, with financial situations pushing more consumers to trade the pub garden for their own.
Salvesen said: “What we try our best to achieve with our limited-edition products is to create some excitement and newness to our packaging, while retaining our core creative credentials.
“The creative idea behind Summer Punch is to echo Sweden’s sophisticated simple line designs and illustrations while giving Summer Punch a story and expression of its own that tells the story of the Swedish summer on the lakes, with music and friends.”
