Brothers Cider said it has experienced “exceptional results” following the launch of new variants; Red Apple, Tutti Frutti and Marshmallow.
The flavoured cider producer saw year-on-year sales increase by 69% for the 52 weeks to June. This follows its momentum in 2019 when it was the fastest growing cider brand in the on and off-trade according to CGA and IRI, and the company, Brothers Drinks Co, was the fastest growing cider producer in the UK off-trade.
This year’s new variants: Red Apple, a sweeter style apple cider: Marshmallow; and Tutti Frutti; are experiencing strong sales alongside established flavours including Toffee Apple and Rhubarb and Custard. Toffee Apple is up 22.2% in value in recent months and Rhubarb and Custard 93.1% (IRI to w/e June 22, 2020).
The recent launch of the ‘Curious Mix’ campaign has gained “serious traction” across social media platforms, according to the company.
Marc Charles, Global Commercial Director, said: “There has been a sharp increase in cider sales across the off-trade category over the past few months and the industry has done a great job in rising to the challenge to satisfy demand.
“Our recent performance in the UK and internationally is very encouraging and we are extremely grateful to our customers and consumers for choosing Brothers. Our job is to listen to them and keep producing interesting and quality ciders that taste great and add value to their businesses and drinking occasions. Brothers Drinks Co is one of the largest and most capable cider producers in the UK, so we are well placed to continue this growth and are ambitious to do so.”
Nicola Randall, Senior Marketing Manager, said: “Looking ahead at the rest of the year, the Autumn and Winter months will provide us with more exciting opportunities. We’re already seeing accelerating sales for our Toffee Apple variant, and as the unofficial cider of Halloween we’re expecting that to ramp up over the next few months. Brothers cider is definitely on an exciting journey as we continue to be at the forefront of innovation in the cider category.”