The Budweiser Brewing Group has announced the launch of the Brutal Fruit Cider brand in the UK off-trade channel.
The company noted that the cider category represents a £2.9bn sales opportunity but has been losing relevance with women and younger drinkers. Declining category participation of 18-34-year-old drinkers resulted in a loss of £22m over the last year.
These consumers are said to be looking for “modern, sophisticated brands that deliver a great flavour experience” whilst being less sweet and sugary. Brutal Fruit Cider aims to address these consumer needs, with taste testing finding that 80% of UK 18-34 consumers would want to purchase it.
Brutal Fruit is described as premium cider with blend of ruby apple, citrus and spice notes, with a touch of spritz for a light body.
The company has agreed a deal with British musician Pixie Lott to take on a creative role with Brutal Fruit Cider. The partnership covers a calendar of events, including Chestertons Polo in the Park, where Brutal Fruit is the official sponsor of Ladies Day. The campaign also includes digital media, in-store activation, and sampling.
Mark Wingfield Digby, Off Trade Sales Director at Budweiser Brewing Group, said: “With cider being a huge growth opportunity, we are looking forward to bringing innovation in the form of Brutal Fruit Cider to directly address younger consumer needs.
“Brutal Fruit is a resounding success in South Africa, where it is the 3rd most valuable alcohol brand in 2023 and fastest growing in its segment4. We are delighted to bring Brutal Fruit Cider to the UK market, and we are confident it will prove a success in driving growth for the cider category.”
