Brothers Drinks has signed a new contract to continue its long-standing association as the Official Cider of the Glastonbury Festival.
Brothers Festival Apple Cider and other variants will again be available at 100 bars during the five-day event in June at Worthy Farm, just three miles from the brand’s cider mill in Shepton Mallet, Somerset. It is 29 years since the brand was first served at the world-famous music festival.
Festival Apple will be available both on draught and in 500ml cans, whilst other variants (Un-Berrylievable – crisp apple with juicy blackberries and raspberries; and Best of the Zest – orange and lemon) will be sold in 500ml cans only.
To celebrate this year’s tie-in with the event, Brothers is offering can purchasers the chance to win one of ten pairs of tickets to sold-out Glastonbury Festival. Consumers enter the instant-win competition by scanning a QR code on cans, which links to a bespoke promotional website, and then inputting a unique printed code located on the underside of ring-pull tabs. Competition codes will appear on 330ml and 500ml cans, and both on single cans and cans within multipacks, with each individual can offering one opportunity to win.
The promotion runs until 31 May and, aside from the headline prizes of event tickets, there will be other festival-themed items up for grabs, including sunglasses, hats and survival bags, plus cases of Brothers Cider.
The can promotion will be supported by social media and digital advertising over the coming months. Cans featuring promotional codes will be available from major retailers, including Tesco, Morrisons and Asda, along with convenience stores and independent retailers nationwide.
Nicola Randall, head of marketing, Brothers Drinks Co., commented: “Glastonbury Festival is in our DNA: Brothers Cider was born at Glastonbury and raised in Somerset. Brothers is independent, British and local; the four brothers the brand takes its name from are fourteenth-generation cider-makers and our apples are from award-winning, historic local orchards.
“Festivals are at the very heart of the Brothers Cider brand, and this announcement marks the first in a long line-up of festival collaborations this summer. We’re thrilled to be at Glastonbury Festival yet again as Official Cider and to be able to offer our new flavour range to Festival-goers. Our spring promotion can’t guarantee that every entrant will win a prize, but we can guarantee that every purchaser will enjoy the free-spirited taste of Glastonbury in a can.”
