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Brothers Cider unveils new premium pack

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Brothers Cider unveils new premium pack

February 27
11:13 2013

Brothers Cider has announced that it has revamped its packaging to celebrate its fifth anniversary

The new look uses a mixture of classic and modern typefaces alongside new illustrations, and elements of an early design drawn up by the wife of one of the company’s eponymous brothers.

It will make its debut on the 500ml bottle range of Strawberry, Wild Fruit (previously Tutti Frutti) and Toffee Apple-flavoured ciders, together with the signature 7% ABV Festival Pear Cider. Over the coming months, the new design will roll out across the full range of bottles and cans.

The relaunched packaging will be backed by a £5m UK-wide marketing push across outdoor and digital advertising, as well as sampling with the aim of reaching 20 million consumers.

Matthew Showering, one of the four brothers who founded the Somerset company, said: “Brothers Cider has been a fantastic success story, but keeping Brothers as a genuine and effective choice amongst the now rather crowded Cider and Fruit Flavoured fixture requires constant innovation.

“This next stage of our journey reflects the changing needs in the British cider market. 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 RTD’s to premium fruit ciders such as Brothers.”

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