- Brutal Fruit Cider is a delicately fruity, brutally refreshing blend of Ruby Apple, Citrus and subtle Spice notes.
- Brutal Fruit addresses the needs of younger shoppers who are searching for modern brands1 that deliver on flavour and refreshment without excessive sweetness2.
- Brutal Fruit was South Africa’s 3rd most valuable alcohol brand3 in 2023 and fastest growing brand in its segment4. Brutal Fruit is globally expanding in the African continent, China, Brazil, and the UK.
- Brutal Fruit Cider will partner with Pixie Lott in the UK to champion moments of authentic connection this summer. The new premium cider is now available in 500ml bottle and 4x330ml cans in Off Trade channels.
Brutal Fruit, a proud part of the Budweiser Brewing Group portfolio, has today announced the launch of Brutal Fruit Cider. The new premium cider is now available across Off-Trade channels.
The UK Cider category represents a huge opportunity of £2.9bn in sales5 however it is losing relevance with women and younger drinkers6. Declining category participation of 18-34 year old drinkers resulted in a loss of £22M6 over the last year.
These consumers are looking for modern, sophisticated brands1 that deliver a great flavour experience whilst being less sweet and sugary2. Brutal Fruit Cider addresses these consumer needs. After taste testing Brutal Fruit Cider, 80% of UK 18-34 consumers would want to purchase it, and 80% agreed that Brutal Fruit Cider is a modern brand7.
Brutal Fruit Cider is a delicately fruity, brutally refreshing blend of Ruby Apple, Citrus and subtle Spice notes, with a touch of Spritz for a refreshingly light body. It has a sophisticated, eye catching and visually appealing serve, reminiscent of cocktails. The effervescent light pink liquid is served in an elegant, fluted glass, poured over ice with a slice of grapefruit to enhance the citrus notes.
Brutal Fruit Cider is proud to announce a new partnership with famed British musician and television star Pixie Lott. Pixie was selected to take on this creative role with Brutal Fruit Cider due to her ability to connect with people in a refreshing and authentic way, through her music and radiant personality. She perfectly reflects the mission of Brutal Fruit Cider to celebrate authentic moments of connection between friends. The partnership includes an exciting calendar of events including at Chestertons Polo in the Park, where Brutal Fruit is the official sponsor of Ladies Day. The campaign also includes digital media, instore activation with a free glassware gift with purchase and premium sampling of over 400,000 shoppers.
“I couldn’t be more excited to be partnering with Brutal Fruit Cider this summer,” says Pixie Lott, who releases her fourth studio album this year. “I, like Brutal Fruit Cider, share the value of celebrating authentic moments of connection amongst friends. I can’t wait to create special memories with Brutal Fruit Cider this summer.”
Mark Wingfield Digby, Off Trade Sales Director at Budweiser Brewing Group said: “With cider being a huge growth opportunity, we are looking forward to bringing innovation in the form of Brutal Fruit Cider to directly address younger consumer needs. Brutal Fruit is a resounding success in South Africa where it is the 3rd most valuable alcohol brand3 in 2023 and fastest growing in its segment4. We are delighted to bring Brutal Fruit Cider to the UK market and we are confident it will prove a success in driving growth for the cider category.”
- Global Drinks Intel 2022. https://drinks-intel.com/cross-category/how-brand-owners-can-target-generation-z-and-millennial-consumers-in-the-us-more-effectively-consumer-intel/
- Toluna study, July 2023, n=388
- Kantar Brandz, Top 30 most valuable South African brands 2023
- Euromonitor 2023. FY 2022 vs. FY 2019
- CGA and Nielsen data, 12 months ending 30/11/2023
- Kantar World Panel I Spend (£) – Buyers (Off Trade) – 52 WE 11/06/23
- Nielsen analysis, n=317, October 2023.
- ABI Internal data.
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