The new flavour, which is 4.0% alcohol by volume (ABV) as well as vegan and gluten free, will be available for both the on and off trade in 330ml and 500ml bottles via the Brothers Cider website from the end of March.
Brothers Cider senior marketing manager Nicola Randall said: “We are well-known for our exciting and innovative flavours; therefore we are confident Cherry Bakewell is the perfect addition to our portfolio and one that will continue our momentum as the fastest growing flavoured cider brand in the market.”
Year of British celebrations
Consumer demand for innovative flavours has continued to increase, with cherry trending at 32% higher in the categories of strongest and future flavours to watch, according to Doehler Alcoholic Flavour Trends.
The launch of Brothers Cider cherry bakewell variant follows the success of its predecessors, Pink Grapefruit and Honeycomb, which were launched in 2021, as well as the return of Cloudy Lemon, and is set to continue the brand’s momentum among its gen z and millennial audience by tapping into the increasing trend towards flavours.
Emulating a quintessential British tart, the cider features cherry flavours with a hint of frangipane.
According to Mintel, 48% of UK consumers said the Coronavirus pandemic made buying British products feel more important and the release of Brothers new flavour comes in time for a year of British celebrations with both the Queen’s Platinum Jubilee and Glastonbury Festival’s return scheduled to take place in June.
Based in Shepton Mallet, Somerset, Brothers Drinks Co owns the Showerings Cider Mill, the second largest cider plant in the UK.
Randall added: “The flavour itself feels relevant and one that will land well with our audience, and the nod to the classic treat is another fantastic way to celebrate and align with our heritage as a brand.”