Brothers Cider sees sales boom from innovation growth

Somerset fruit cider brand, Brothers Cider, has reported exceptional sales results following the launch of new variants; Red Apple, Tutti Frutti and Marshmallow.

The alcohol-based company is the best performing premium mainstream flavoured cider over the 52 weeks to June with year-on-year sales increasing by 69% (1).

In 2019, Brothers Cider was the fastest growing cider brand in the on and off-trade according to CGA (2) and IRI (3), and the company, Brothers Drinks Co., was the fastest growing cider producer in the UK off-trade (3).

The latest flavours to join the line-up aims to keep the brand at the forefront of flavour innovation, while continuing to offer value for consumers and retailers.

Red Apple, a sweeter style 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% (1), further demonstrating the strong momentum the brand has built over the past 18 months.

As well as UK progress, the cider producer has extended its international reach, doubling sales in 2019 and is currently seeing a recovery. in some international markets.

Asia in particular has seen sales in China about to exceed the 2019 year to date since January.

The recent launch of the ‘Curious Mix’ campaign has gained serious traction across social media platforms and continues to strengthen Brothers’ position as an exciting brand.

Amongst Generation Z and Millennials, 58% of these generation groups are known to typically choose unusual, new or ‘on-trend’ flavours.

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, added: “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.”

1. IRI Worldwide Cider Report to w/e 22.06.2020. Premium mainstream fruit cider value

2. CGA OPMS P12 Data to 30.11.2019

3. IRI Worldwide Cider Report to w/e 7.12.2019. Premium mainstream fruit cider value