Brothers Cider is launching its first-ever cloudy apple variant. The family-owned Somerset brand is adding premium 7.0% ABV Wild Cloudy Apple to its range to target those consumers who wish to explore beyond the category’s mainstream offerings.
Inspired by the success of its existing 7.0% ABV Apple & Pear variant – which is outperforming the category and tracking at +27% in a leading UK multiple1 – Brothers is enhancing its spectrum of offerings with new Wild Cloudy Apple. The brand is well known for its bold approach to innovation and flavour development and the additional line will create a premium pairing set to benefit from current rapid growth in craft cider interest.
Lightly sparkling and naturally cloudy, new Wild Cloudy Apple is offered in 500ml single cans, retailing at £1.75. The product’s hazy look has a natural, unfiltered appearance and plays well to Brothers’ west country provenance. The brand’s existing Apple & Pear variant is resonating particularly strongly with consumers, and the addition of Wild Cloudy Apple generates a dynamic duo targeted at more adventurous drinkers who value uniqueness and product character.
The apple sector remains the most popular part of the wider cider category, accounting for 60% of total sales2. Premium apple is the fastest-growing component of this, at +8.5%2. With apple cider consumers tending to be more loyal than the category average2 and with a heavier weight-of-purchase2, the opportunities for 7.0% ABV Wild Cloudy Apple alongside its Apple & Pear partner of the same ABV are deemed significant.
Festivals are in Brothers Cider’s DNA: the brand traces its beginnings back to being first sold in 1995 at Glastonbury Festival, just three miles from its cider mill. Despite the world-famous music gathering taking a break this summer, the range will still appear in front of festival-goers nationwide via a comprehensive programme of almost 100 festivals and events, with key gatherings featuring the brand’s exciting and visually impactful new Brothers Bar experience. The interactive bar encounter comprises mini games, photo booths, and VIP seating, amongst a whole host of ways allowing consumers to make fun and memorable summertime connections with the brand.
Additionally, through until the end of September, retail purchasers of Wild Cloudy Apple and all other can variants across the full Brothers range will be able to win hundreds of cash prizes – including regular top prizes of £1,000, fun festival packages, at-home party bundles, and cases of cider or Brothers merchandise through a simple on-pack mechanic. The activity – Brothers Cider’s biggest promotion this year – is all about creating memories with mates; it is being supported with social media, in-store and digital focus, plus awareness-driving Spotify and podcast campaigns centred around the hugely popular Saving Grace and Call Her Daddy series.
Brothers was responsible for the UK’s first-ever flavoured cider and has remained at the forefront of category flavour development ever since. This spring, the brand launched a highly innovative 1.2% ABV Cider Shandy range which, coupled with the 7.0% ABV variants and other products offered at 3.4% and 4.5% ABV, demonstrates the desire to offer a comprehensive range to meet the needs of cider drinkers across all moods and occasions.
Emma Vanderplank, marketing controller, Brothers Drinks Company, says: “Wild Cloudy Apple lines up alongside our existing higher-ABV variant and its appearance and taste will offer real differentiation against a predominantly clear and standard carbonated competitive set. Consumers aged 25 – 40 are exploring ever-more beyond core offerings and the look and mouthfeel of Wild Cloudy Apple will appeal to those seeking new and higher quality products.
“The premium segment is the component of the apple cider sector which is showing the strongest growth3 and our long-established Somerset roots in the ‘home’ of traditional-style ciders provide the perfect platform for a successful cloudy product.”
Source1: Leading UK multiple retailer data – April 25 to Mar 26 vs April 24 to Mar 25, Vol + 26.7%, Val + 27.8%
Source2: Worldpanel Take Home Purchase Data – Total Cider, Total Market , ABV Bands, Value (£000s) 52 w/e 10.08.25 vs YA
Source3: Worldpanel Take Home Purchase Data – Total Cider, Total Market , ABV Bands, Value (£000s) 52 w/e 04.08.24 vs YA
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