Trailblazers of fruit cider, Brothers Cider is once again set to expand on its curious mix of flavours with the introduction of Marshmallow and Tutti Frutti.
This follows the success of Brothers Rhubarb & Custard cider, which grew 119% in 2019, and Brothers Parma Violet flavour, the third most profitable fruit cider launch of 2019.
Brothers latest flavours assist its drive to be at the forefront of the category as one of the leading and most interesting brands, and help operators to capitalise on the category’s growing popularity, specifically amongst Gen Z and Millennials, 58% of whom typically choose ‘unusual, new or trendy flavours. This activity will be supported by Brothers new ‘A Curious Mix’ marketing campaign, set to launch in April.
With an ABV of 4%, Marshmallow is a delicious unique blend of marshmallows and sweet vanilla flavours, whilst the Tutti Frutti cider flavour is a curious combination of cherry, pineapple, grape and strawberry, and best served chilled over ice. An English, premium cider, Marshmallow is available in 330ml and 500ml bottles and Tutti Frutti in 330ml bottles.
The Tutti Frutti cider flavour will be available across 1,000 Greene King sites from 1 April, including Hungry Horse – and just in time for the Easter bank holidays and warmer weather.
Both flavours ciders are gluten free, free from artificial sweeteners and vegan friendly, and will be available to consumers from April 1st 2020.
Matthew Showering, Managing Director, Showerings Cider Mill, commented, “At Brothers we always try to provide meaningful innovation in the fruit cider category and have found Greene King to be an invaluable collaborator in this quest.
'We believe the distinctive and refreshing taste of our Tutti Frutti and Marshmallow flavours will appeal to cider drinkers, especially Gen Z consumers who are influenced by unusual flavours and social media ‘talk-ability’ in their purchasing decisions.
Brothers is the fastest growing packaged cider in the on trade and our flavours are hitting the mark with a growing number of consumers that want to experiment with familiar flavours - with a twist”.
Calum Cameron, senior drinks category manager at Greene King, said, “The demand for innovative fruit cider is growing, particularly among Gen Z and Millennial customers.
'Brothers are known for their on-trend, exciting flavours and we believe this is a combination that will certainly capture our guest’s imagination and taste buds, as well as inspire social sharing.
'We’re thrilled to launch Brothers Tutti Frutti Cider exclusively across our pubs and we’re sure our guests will love it.”