Brothers launches ginger cider brand

Cider brand Brothers has entered the booming alcoholic ginger drinks category with a new cider-ginger hybrid drink.

Brothers Ginger Cider - the first drink to combine ginger with cider, rather than beer - uses a base of Brothers Bittersweet Apple with added ginger extract.

It is described as having a smooth flavour with an aftertaste of fiery ginger heat. Managing director Matthew Showering said the product was inspired by a Somerset tradition where pubs would stock ground ginger for drinkers to add to their cider, which would then be heated. It is recommended to be served chilled.

Showering said: "Our customers wanted us to go one step further to see if we could deliver a refreshing ginger flavour but with their favourite cider taste, so we did.

"The flavour fits with our proposition and is relevant, distinctive, fun and exciting and above all delivers something new to the cider category."

The bottled cider is being launched in the off-trade first, from February 28, but will be available to pubs from the end of next month.

The cider is the latest ginger-based product to hit the market following Halewood International's highly successful launch of Crabbie's Alcoholic Ginger Beer in February 2009. Frank's Alcoholic Ginger Beer from COS Brands (the company behind Kopparberg), St Helier Ginger Beer Shandy and Hollows Superior Alcoholic Ginger Beer from premium soft drinks maker Fentimans all launched last year.

Brothers Ginger comes just months after the company launched its first draught product - a single font that can dispense three different flavours.

It also launched Bittersweet Apple and Tutti Frutti pear cider flavours last year.