Brothers has launched what it claims is the first recyclable and resealable drinks carton for cider, aimed at the growing festival and outdoor events occasion.

The one-litre combifit cartons (rsp £3 each) will be launched in Tesco stores this month, with a full launch expected next spring, ahead of the summer events season.

The first product using the new packaging is Brothers’ still English apple flavour, under the name ‘Festival Apple’.  

Matthew Showering, one of four brothers who own and manage Brothers Cider, commented: “We’re always looking at ways of evolving the business and innovating to meet the needs of a growing population of cider drinkers. We think there’s a real opportunity to offer consumers a lightweight, portable option for alcoholic drinks – much like you’d find for soft drinks – that can be shared amongst friends and sealed back up. The way we drink cider hasn’t changed for a number of years so we wanted to be at the forefront of something new by adding another dimension to how and where people consume our drinks.

“We’re excited to see our Festival Apple cartons hitting the shelves in a few weeks’ time and targeting those with a passion for cider, whatever the time of year. The cartons also offers an affordable way of buying cider, so we expect them to appeal to students as well as they’ll just be starting or returning to university after the summer break.”