Brothers Cider given makeover
Brothers Cider is celebrating its fifth anniversary with a new look that will be backed by a £5 million ad campaign designed to reach 20 million people.
The new packaging uses elements from an early design drawn up by the wife of one of the company’s eponymous brothers.
Matthew Showering, one of four brothers that run the Somerset company, said: “We know more people than ever are drinking cider and we recognise the early adopters of Brothers who discovered our cider at Glastonbury have grown older and wiser.
“So we’re adapting to make sure we deliver strong profit margins throughout the supply chain. That means helping retailers maximise their profitability by converting space held by apple ciders, lagers and RTDs to premium fruit ciders such as Brothers.”
The new look is launching on the 50cl bottle range of Strawberry, Wild Fruit and Toffee Apple flavoured ciders, together with the signature 7% abv Festival Pear Cider.
The Wild Fruit flavour replaces Tutti Frutti as Brothers felt it was a better description of the product’s ingredients.
The new packaging will then be rolled out across the full range of bottles and cans over the coming months.
The marketing campaign will feature of sampling, outdoor poster and digital advertising.