Carlsberg unveils plans to launch Somersby cider in pubs

It introduced the cider this week exclusively in Tesco, the first time it has entered the cider category in the UK.

The move marks “an increased focus on innovation” for Carlsberg, it said.

Somersby was first launched in Denmark and Norway in 2008 and it is now available in 22 countries across Europe and Asia.

It has re-made the cider for UK tastes, however, reformulating it so that it has a “balanced taste” and no artificial sweeteners, flavours or sulphates. It will be made in Herefordshire.

“Our research has shown that a lot of cider drinkers in the UK find the taste of the current established mainstream ciders both artificial and astringent,” said Darran Britton, marketing and strategy director. “In response to this, we have developed a cider specifically for the
UK market that is crisp and fresh.”

The company claims that extensive product research has proved that the cider is “significantly preferred” to the market leader and will promote the brand with sampling activity followed by a multi-million pound marketing campaign early next year.