Brothers launch new apple cider

By Claire Dodd Claire

- Last updated on GMT

Related tags: Cider, Brothers cider

Brothers Cider has today launched a new flavour - Brothers Bittersweet Apple. Brothers described the launch of the drink, which flies in the face of...

Brothers Cider has today launched a new flavour - Brothers Bittersweet Apple.

Brothers described the launch of the drink, which flies in the face of the trend for pear and fruit cider brand extensions, as a "contrarian response" designed to move the whole category forward. It is the cidermaker's first straight apple variety after Brothers Toffee Apple.

Brothers Cider's managing director Matthew Showering said: "Brothers Cider are natural innovators, being first to market with both flavoured and pear ciders.

"The apple cider category has lacked significant innovation for some time and we felt it was time to take our fast growing brand and inject some excitement into the apple cider marketplace with Brothers Bittersweet Apple Cider".

Bittersweet Apple uses apples high in Tannin but low in acidity to give a crisp, medium dry 5.5% ABV cider.

Brothers has also announced a record advertising spend for its brands for 2010 of £2.75m which will include TV adverts, music festival activity and its sponsorship of The 02 in London. Its sales are up 77 per cent to the year end to February.

Related topics: Cider

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