Carlsberg UK has unveiled Strawberry and Rhubarb as a new flavour variant to its Somersby Cider portfolio, which will be available exclusively in the on-trade from April.
Somersby Strawberry and Rhubarb is the brand’s first flavoured cider available on draught, complementing Somersby Original, established in the on-trade since 2013. The launch of the new flavoured cider will be supported by branded glassware, on-trade PoS kits including drip-mats, bar runners and font colours and comes ahead of a summer of festival activation for the Somersby brand.
The new variant joins the brand’s existing flavoured cider portfolio which includes Apple Burst, Cranberry and Blackberry, available in 500ml bottles throughout the on-trade. The portfolio has been developed to meet increased consumer demand for refreshing fruit flavour combinations.
David Scott, Marketing Director at Carlsberg UK commented: “We’re delighted to be able to bring another piece of innovation to UK pub-goers with the launch of Somersby Strawberry and Rhubarb. The cider is made in Herefordshire using real fruits, to deliver a balance of sweetness with aromas of ripe strawberries against rich, earthy rhubarb.
“Fruit cider is now worth £492m to the on-trade, accounting for 26% of total cider sales and is experiencing exponential growth, up 30%*. It’s an exciting time for cider, particularly ahead of the spring and summer months when we know that consumers reach for flavoured cider products that deliver on quality, taste and refreshment.”