Brothers Cider announces major Glastonbury on-pack promo and festival variant  

Brothers Cider has launched its biggest-ever on-pack promotion to celebrate its official partnership with Glastonbury Festival, with over a million prizes up for grabs, including 10 pairs of tickets to the sold-out festival.

In addition, Brothers Festival Apple Cider, will be the official cider of Glastonbury Festival, and the company is launching a 500ml bottle of Festival Apple Cider, a variant only previously available in cans.

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It’s 28 years since the brand was first served at the world-renowned festival, which is making its triumphant return to Worthy Farm, just three miles from the home of Brothers Drinks Co. in Shepton Mallet, Somerset.

This year Brothers Festival Apple Cider will be available at over 100 bars during the five-day event.

“We are delighted to once more confirm Brothers Cider as our official cider partner, with the brand having served Festival-goers every year since 1995,” Michael Eavis, creator of Glastonbury Festival, commented.

“Supporting local businesses and communities lies at the heart of what we do, and we’re proud to showcase some of the best our county has to offer.”

Running through to 31 May, the campaign aims to drive excitement among music-lovers by offering the chance to win a wide range of prizes through the purchase of promotional packs.

The Glastonbury Festival on-pack promotion will appear on Brothers 500ml glass bottles of Festival Apple Cider, Toffee Apple Cider and Cherry Bakewell Cider, and on 10x440ml can multipacks of Festival Apple Cider.

On top of offering highly sought-after tickets to the event, Brothers Cider is also giving away over 1,000 festival-related goodies, including hoodies, T-shirts, bucket hats, sunglasses and can coolers, as well as a million coupons for 50p off Brothers drinks.

“With this summer set to be an exceptionally busy season for music and performing arts, we are excited to return to Glastonbury and offer our fun flavour range to Festival-goers,” Nicola Randall, head of marketing, Brothers Drinks Co., said.

“Brothers Cider is all about bringing people together and creating memorable moments with delicious drinks, and we are going to make an even greater impact this year by giving consumers chances to win big with our best-ever selection of prizes, and stockists the chance to benefit from increased shopper demand for the promotional packs!”

The on-pack promotion will be supported by social media content and digital advertising in the run up to the event in June.

Promotional packs will replace standard stock for the duration of the activity and be available to convenience stores, independent retailers and off-licences from depots and wholesalers nationwide.