Kopparberg Naked Apple is sweeter than traditional dry English ciders but less sweet than the brand’s fruit range, and aims to boost retailers’ margins because apple and pear cider are subject to lower taxes than fruit ciders.
The cider, which has a lighter label with a smaller Kopparberg logo to make it stand out from the rest of the range, has already gained a number of listings across multiple grocers and convenience stores.
Its launch is to be the biggest ever for the brand, backed by ads on TV, online, outdoor and social media marketing – part of a £10 million investment in Kopparberg this year.
UK managing director Davin Nugent told OLN the brand wanted to appeal to a broader base of consumers, but did not want to overload retailers’ shelves by releasing too many new fruit flavours.
He said: “The Kopparberg brand is growing at 58% year-on-year in the on-trade and this growth is driven by new consumers who are attracted to our innovative approach to cider. Innovation is at the heart of everything we do.
“With Kopparberg Naked Apple Cider, we believe we will offer something truly alternative. We have spent time, energy and money researching the cider category to understand the needs of consumers. By launching Kopparberg Naked Apple Cider, we will deliver consumers the quality they expect from Kopparberg, and contribute to the long-term success of cider in the UK.”
Kopparberg Naked Apple is available in 50cl bottles and a 6x50cl multipack.