Brothers Cider, the family owned Somerset brand responsible for the UK’s first-ever flavoured cider, is to build on its bold 2024 relaunch with further enhancements to both packaging and formulations.
The evolutionary changes come to market as the brand prepares to celebrate 30 years since it debuted in the music-filled fields of Worthy Farm and announces that it is to again be the Official Cider of Glastonbury Festival.
The transformative 2024 pack redesign broke category norms with a bold and disruptive look using vibrant fruit illustrations on clean, white cans.
This spring’s enhancements incorporate:
- greater prominence and vibrancy for the impactful fruit flavour illustrations, making it even easier for consumers to recognise individual variants on shelf
- enlarged, colourful neck bands which clearly call out the fruits used in each variant
- 'Naturally Fruity Cider’ will appear in capitals directly under the main Brothers branding to drive home the fact that the products contain only natural fruit flavours
- ‘Born in Somerset. Raised at festivals’ will appear prominently on the front face of each can to further underpin the brand’s long-standing association with festivals.
These developments dial up relaunch aspects which have proven to be particularly well received by consumers and much widened interest in the brand.
Mirroring both consumer preferences and environmental benefits, all Brothers Cider take home variants continue to be available in can only, with all flavours sold in both 500ml regular format can and 330ml sleek-style cans.
Trade Packaging
To reflect the new-look cans and increase the brand’s on-shelf presence, trade cases are now to be offered as ‘shelf-ready packs’.
The new trade cases will continue to contain 10 x 500ml single cans but will incorporate:
- Rip-tear perforations to allow cases to be easily merchandised on shelf
- Ultra-clear messaging to facilitate effective ranging
- Bold, block colourways to differentiate flavour variants.
The clean, clear designs will increase shelf impact and improve ease-of-use for retail staff.
In order to fully optimise the 2024 recipes, modifications to formulations will provide fuller fruit flavours and a more appley taste overall. The improved formulations will remain ideally suited to enjoying at sessions and continue to use only natural flavours. There are no associated changes to existing ABV levels.
Glastonbury Festival 2025
Brothers Drinks Co. has signed a contract to continue its long-standing association with the world’s largest greenfield music and performing arts festival – which takes place at Worthy Farm, just three miles from the company’s cider mill in Shepton Mallet, Somerset – for its Festival Apple Cider variant to again be the Official Cider of Glastonbury Festival.
It is 30 years since Brothers Cider was first served at the world-famous festival, and the strong association has thrived over the decades.
Festival Apple Cider will once again take centre stage at June’s 100-bar, five-day event, with other flavours in the range also being served on-site, including at Brothers’ renowned B-Bar.
From 25 – 29 June, over 200,000 attendees per day will have the chance to experience Brothers Cider in its natural habitat.
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.
On-pack promotion
To amplify the tie-in with the world-renowned music extravaganza, Brothers Cider is offering can purchasers the chance to win 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 inputting a unique printed code located on the underside of ring-pull tabs.
Competition codes will appear on all 330ml and 500ml cans, with each individual can offering one opportunity to win.
The promotion runs until 31 May and, aside from the coveted headline prizes of five pairs of event tickets, hundreds of other festival-themed items will be up for grabs, including bucket hats, cool bags and water bottles, plus cases of Brothers Cider.
The campaign will drive awareness of Brothers’ close association with Glastonbury Festival outside of the event’s direct attendees; it will also generate excitement amongst music-lovers by offering a rare opportunity to secure a pair of highly sought-after tickets.
The can promotion will be supported by extensive social media and digital advertising. Cans featuring promotional codes will be available from convenience stores and independent retailers via cash and carry/wholesalers nationwide, and also from major retailers, including Tesco, Morrisons and ASDA,
Michael Eavis, creator of Glastonbury Festival, says: “Showcasing the best that Somerset has to offer and supporting local businesses is central to what we do and there are few businesses more local than our close neighbour, Brothers Cider.
"We’re delighted to again have Brothers as our Official Cider partner; the brand has successfully refreshed thirsty Festival-goers since 1995 and Brothers has become hugely popular at the Festival throughout the years."
Emma Vanderplank, marketing controller, Brothers Drinks Company, says: “Our objective last year was to reignite the fruit cider category with a disruptive approach which met the needs of contemporary consumers.
"We’re confident that we’re on the right path but we know that we can do even more and this year’s enhancements will further build brand momentum.
“With our striking clean, white can designs now even more impactful and a newly enhanced taste profile which sets us clearly apart from the competition, we do cider differently. Brothers is the free-spirited fruit cider and our approach as a seriously unserious cider is resonating with consumers and set to gain even further appeal this year.
"2025 marks 30 years since Brothers Cider first debuted at Glastonbury Festival and the brand has been pioneering fruit cider in its own unique way ever since.”
