Brothers Drinks Co. has signed a new contract to continue its long-standing association as the Official Cider of Glastonbury Festival, the world’s largest greenfield music and performing arts festival. Brothers Festival Apple Cider will once again take the spotlight at June’s 100-bar, five-day event at Worthy Farm, just three miles from the brand’s cider mill in Shepton Mallet, Somerset.
It is 29 years since the brand was first served at the world-famous festival, and Brothers Cider is proud that the association has thrived over the decades. The legendary Festival Apple Cider will spearhead Brothers’ presence at Glastonbury Festival, but other variants in the brand’s recently relaunched range will also be served on-site, including at the cider’s renowned B-Bar.
Festival Apple will be available both on draught and in 500ml cans, whilst other variants (Un-Berrylievable – crisp apple with juicy blackberries and raspberries; and Best of the Zest – orange and lemon) will be sold in 500ml cans only.
Brothers Cider debuted at Glastonbury Festival in 1995 and has featured at every gathering since. The brand’s values align seamlessly with those of the Festival: both are all about authenticity, inclusivity and free-spiritedness.
To celebrate this year’s tie-in with the music extravaganza, Brothers is offering can purchasers the chance to win one of ten pairs of tickets to sold-out Glastonbury Festival. Consumers enter the instant-win competition by scanning a QR code on cans, which links to a bespoke promotional website, and then inputting a unique printed code located on the underside of ring-pull tabs. Competition codes will appear on 330ml and 500ml cans, and both on single cans and cans within multipacks, with each individual can offering one opportunity to win.
The Brothers brothers with Michael Eavis
The promotion runs from 1 March to 31 May and, aside from the coveted headline prizes of event tickets, there will be stacks of other festival-themed items up for grabs, including sunglasses, hats and survival bags, plus cases of Brothers Cider. The campaign will drive awareness of Brothers’ close association with Glastonbury Festival outside of the event’s 200,000 fortunate attendees; it will also generate excitement amongst music-lovers by offering a rare opportunity to secure a pair of sought-after tickets.
The can promotion will be supported by extensive social media and digital advertising over the coming months. Cans featuring promotional codes will be available from major retailers, including Tesco, Morrisons and ASDA, along with convenience stores and independent retailers nationwide.
“Supporting local businesses and showcasing the best the county of Somerset has to offer is central to what we do and there are few businesses more local than our close neighbour, Brothers Cider," said Michael Eavis, creator of Glastonbury Festival. "We’re delighted to once again welcome Brothers as our Official Cider partner. The brand has successfully refreshed thirsty Festival-goers since 1995 and Brothers has become a very popular beverage at the Festival through the years."
Nicola Randall, head of marketing, Brothers Drinks Co. said: “Glastonbury Festival is in our DNA: Brothers Cider was born at Glastonbury and raised in Somerset. Brothers is independent, British and local; the four brothers the brand takes its name from are fourteenth-generation cider-makers and our apples are from award-winning, historic local orchards.
“Festivals are at the very heart of the Brothers Cider brand and this announcement marks the first in a long line-up of festival collaborations this summer. We’re thrilled to be at Glastonbury Festival yet again as Official Cider and to be able to offer our new flavour range to Festival-goers. Our spring promotion can’t guarantee that every entrant will win a prize, but we can guarantee that every purchaser will enjoy the free-spirited taste of Glastonbury in a can.”
Brian McLister
