Brothers Cider has revamped the packaging and formulations of its range whilst confirming it will be the official cider of this year’s Glastonbury festival.
New-look cans feature more impactful fruit flavour illustrations and the text ‘Naturally Fruity Cider’ to emphasise that the products contain only natural fruit flavours. The slogan ‘Born in Somerset. Raised at festivals’ will also appear on the front of each can to underpin the brand’s longstanding association with festivals.
For retailers, trade cases are now offered as shelf-ready packs. The cases continue to contain 10 x 500ml single cans but incorporate rip-tear perforations to allow cases to be easily merchandised on shelf, extra clear messaging to facilitate effective ranging, and block colourways to differentiate flavour variants.
Meanwhile, modifications to formulations are said to provide fuller fruit flavours and a more appley taste. The ABV levels remain the same.
To amplify its tie-in with Glastonbury, Brothers Cider is offering purchasers the chance to win tickets to the sold-out event. Consumers enter the instant-win competition by scanning a QR code on cans, which links to a bespoke promotional website. Competition codes will appear on all 330ml and 500ml cans, with each individual can offering one opportunity to win.
The promotion runs until 31 May, and aside from the headline prizes of five pairs of event tickets, hundreds of other festival-themed items will be up for grabs, including bucket hats, cool bags and water bottles, plus cases of Brothers Cider. The initiative will be supported by social media and digital advertising.
Emma Vanderplank, marketing controller at Brothers Drinks Company, said: “With our striking clean, white can designs now even more impactful and a newly enhanced taste profile which sets us clearly apart from the competition, we do cider differently. Brothers is the free-spirited fruit cider, and our approach as a seriously unserious cider is resonating with consumers and set to gain even further appeal this year. 2025 marks 30 years since Brothers Cider first debuted at Glastonbury Festival, and the brand has been pioneering fruit cider in its own unique way ever since.”
