Carlsberg’s new Strawberry & Rhubarb cider available on draft

By Nicholas Robinson

- Last updated on GMT

New draft cider launch from Carlsberg
New draft cider launch from Carlsberg

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Carlsberg will expand the Somersby cider portfolio with the addition of a new draft Strawberry & Rhubarb flavour, the beer and cider giant has revealed.

Fruit cider is now worth an estimated £492m to the on-trade and accounts for 26% of total cider sales, according to the CGA Brand Index.

The flavoured cider will be available to the on-trade in April and forms part of the Somersby cider portfolio, which was established in the on-trade in 2013.

Branded glassware, PoS kits, drip mats, bar runners and font colours will be made available to the on-trade to help promote the new draft cider.

Summer of festival activation

The launch also comes ahead of a summer of festival activation for the Somersby brand, the firm said.

Other flavoured ciders in the brand portfolio include Apple Burst, Cranberry and Blackberry, which are available in 500ml bottles for the on-trade.

The flavours within the portfolio were developed in response to increased consumer demand for fruit-flavoured combinations.

David Scott, marketing director at Carlsberg UK, said: "We're delighted to be able to bring another piece of innovation to UK pubgoers with the launch of Somersby Strawberry & Rhubarb.

"The cider is made in Herefordshire using real fruits, to deliver a balance of sweetness with aromas of ripe strawberries against rich earthy rhubarb.

"It's an exciting time for cider, particularly ahead of the spring and summer months when we know that consumers reach for flavoured cider products that deliver on quality, taste and refreshment."

New chief executive officer

Carlsberg UK appointed Julian Momen as its new chief executive officer​, replacing interim CEO Michiel J Herkemij, in February.

Changes to the company would continue to be implemented under Momen's management, the firm said.

Carlsberg said its UK business was challenged and had faced declining volumes during 2015.

However, chief executive Cees 't Hart said the business's well-balanced portfolio of brands would inevitably make 2016 a brighter year for the firm.

Meanwhile, innovation in cider will be a key topic at the first Future Trends: Beer and Cider event in London on 22 June.

The event, which is sponsored by Heineken, will delve into subjects including the rise of craft beer and cider, new product development (NPD), taxation and what licensees want from NPD, as well as many other topics.

For more information about Future Trends: Beer and Cider and how to book, contact Joanne Horton by email wbnaar.ubegba@jeoz.pbz​ or by phone 01293 610 403.

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