Blueberry flavour added to US cider brand Hornsby’s

Available to the on-trade this month, 4% ABV Hornsby’s Crisp Apple Cider with Blueberry is said to be a “classic American combination ideal for the British palette”.

With a softer carbonation, the cider is designed to be enjoyed chilled and straight from the bottle.

Since its launch in the UK last July, C&C Group said Hornsby’s has secured on-trade listings throughout the UK, as well as in Tesco and Asda.

The other flavours in the range are 4.5% ABV Crisp Apple and 4% ABV Crisp Pear with Strawberry & Lime.

US popularity​

A leading US cider, and particularly popular on the West Coast, Hornsby’s was purchased by C&C Group in 2011. The company said blueberry was a natural progression for the brand, as it was now the second most popular berry in supermarkets.

Amy Burns, brand manager for Hornsby’s at C&C Group, said the cider is ideal for consumers who love to try new things when socialising with their friends.

She explained: “Hornsby’s has been a star performer within C&C Group, buoyed by a growing consumer interest in new cider serves and flavours from around the world. 

“Hornsby’s has opened up a large growth area in the cider market and with two fantastic flavours already under our belt, blueberry was a natural progression.

Burns added: “Sweet, crisp and refreshing, it blends the best of flavours from both sides of the Atlantic, with a nod to our laidback California roots.”

The new flavour will be backed with a summer PR and marketing push aimed at the brand’s young adult target consumer, and PoS is currently in development.