Carlsberg UK to launch mainstream cider brand

09 July, 2012

Carlsberg UK is attempting to take on the might of Magners, Strongbow, Stella Artois Cidre et al by launching a new mainstream cider brand.

Somersby Cider was launched in Scandinavia in 2008 before expanding into 22 countries, and it will hit UK shelves this month.

The cider is produced in Herefordshire and Carlsberg said it blends modern technology with traditional techniques to create “a crisp, refreshing cider with no artificial sweeteners, flavours or preservatives”.

Somersby Cider will initially be available in cans and 500ml bottles when it is launched nationwide in Tesco mid-July.

Darran Britton, marketing and strategy director for Carlsberg UK, said: “The cider market creates a huge opportunity for Carlsberg UK to broaden our portfolio. At a time when our beer brands are growing share, the launch of Somersby also adds momentum to our business.

“In recent years the cider category has attracted a significant number of new drinkers.”

Somersby Cider will benefit from a multimillion pound marketing campaign to be revealed early next year with extensive sampling and in-store promotions happening over the coming months.

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