Carlsberg adds three flavours to cider brand

Carlsberg UK is tapping into the growing consumer demand for cider by introducing three new flavours to its Somersby Cider brand, to complement its existing Somersby Original cider.

The new variants, Somersby Apple Burst, Somersby Cranberry and Somersby Blackberry, will be available in 500ml bottles in the UK Free Trade, from March.

All variants are best served over ice for maximum refreshment.

• Somersby Apple Burst is a refreshing apple cider at 4.5% ABV with a sweeter flavour profile than Somersby Original
• Somersby Cranberry offers a delicious, slightly sharp cranberry taste and an ABV of 4%
• Somersby Blackberry is a fruity, refreshing cider with a 4% ABV and a mild-yet-tangy taste offering a hint of blackberry.

David Scott, director of brand and insight at Carlsberg UK, comments: “Somersby Cider is the fastest growing cider brand in the world, available in over 40 markets, with year-on-year growth of 41% across the brand. This gives us the confidence to invest £7m in a new marketing campaign that will truly bring Somersby Cider to the fore for our on-trade customers and ultimately, for consumers.

“Cider in the UK is growing faster than the total alcohol category and fruit flavoured cider is experiencing 22% year-on-year growth*. We know there is a strong consumer desire for great-tasting fruit flavoured ciders and we’re confident that our three new flavours will attract more consumers to the category.”

Somersby Cider’s £7m marketing campaign will include activity across TV, digital, social, radio and at summer festivals.

* Source: Nielsen MAT, to January 31st 2015 and CGA, to

To start stocking Carlsberg call 0845 601 3432, or for more information about Carlsberg UK visit www.carlsbergwedelivermore.co.uk.

28 February 2015 - Felicity Murray The Drinks Report, editor