Sweet variants help double Brothers’ on-trade sales volume

30-Aug-2019 - Last updated on 30-Aug-2019 at 08:49 GMT

Taste innovations: demand for fruit cider has soared in recent years, says Brothers’ Nicola Randall

The popularity of Parma Violet and Strawberries & Cream flavours among younger drinkers has helped Brothers Cider’s on-trade sales volume increase by 102% according to latest figures.

As reported by The Morning Advertiser, the cider maker released its new variants in March 2019 to allow pub and bar operators to capitalise on the growing popularity of fruit ciders.

Now, after a matter of months on sale, the Somerset-based drinks maker, which also produces Glastonbury partner Mallets, has revealed its new flavours have yielded a 102% spike in sales volume – making it the fastest growing packaged cider brand in the on-trade.

Available to the on-trade in 330ml and 500ml bottles and 330ml and 440ml cans, Brothers’ 4% ABV Strawberries & Cream variant blends strawberry flavours with vanilla tones while Parma Violet mixes the flavour of sweet violets with floral notes.

Trend driven by younger drinkers

“The demand for fruit cider has soared in recent years, with Millennials and Gen Z consumers seeking new and exciting flavours,” according to Nicola Randall, senior marketing manager at Brothers.

“Brothers is on an incredibly exciting journey and the addition of new variants Parma Violet and Strawberries & Cream, as well as a new campaign to be introduced later this year, will continue our evolution as trailblazers of fruit cider.”

Forefront of innovation

Speaking to The Morning Advertiser at the launch of Glastonbury Festival’s partnership with Mallets cider, Brothers Drinks’ commercial director Marc Charles explained that experimental cider flavours have been influenced by the popularity of on-trend gin variants.

Discussing Brothers’ latest on-trade sales figures, Charles added: “Our growing number of UK stockists shows the demand for new, interesting flavours within the category, while demonstrating how Brothers is at the forefront of innovation.

“Growth is just as fast in our 20-plus international markets as we strive to build Brothers into a leading global cider brand.

“We are extending our reach in Asia (particularly China, Thailand and Singapore) and many European markets and planning to enter several new markets in 2020.

“We will keep researching, listening and pushing the boundaries to produce delicious ciders for our customers and look forward to continued success.”