Carlsberg is entering the fast growing UK cider market with the launch of its Somersby brand. Produced in Herefordshire, the cider will initially be available in 440ml cans and 500ml bottles in the off-trade with the on-trade launch scheduled for early 2013.
Carlsberg is targeting the mainstream cider segment. “There is a lot of activity in premium cider and we felt there was an opportunity to revitalise the mainstream and provide another credible option within that space,” explains Nick Howells, head of innovation at Carlsberg. “I think as a business one of Carlsberg’s strengths is its mainstream brands. That is where we are strong.”
Somersby was first launched by Carlsberg in Denmark and Norway in 2008. In Denmark Somersby is the market leader and in Norway Somersby is the second largest cider on the market. Following the success of Somersby apple cider, a pear variant as well as fruity flavoured line extensions have been launched in both countries. Somersby is now sold in more than 22 countries with Northern Europe as its main markets followed by Western Europe.
In Europe the cider category has grown continuously by over 3% per annum over the last ten years and is projected to continue to grow over the next ten years. In the Nordic countries cider represents 5-10% share of beer volume.