• Product: Brutal Fruit Cider
• Supplier: Budweiser Brewing Group
• ABV: 3.4%
• RRP: £2.50 (550ml), £5.50 (4x330ml)
• Available: now

Budweiser Brewing Group (BBG) has launched Brutal Fruit Cider, a new cider aimed at women and younger adult drinkers.

The premium cider is available now in 4x330ml can multipacks and 500ml bottles.

A blend of ruby apple, citrus and spice notes with a touch of spritz, it is intended to address the taste and sophistication needs of 18-34 drinkers. Declining participation in the cider category of this generation resulted in a £22m loss last year.

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Mark Wingfield Digby, off-trade sales director at BBG 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 was the third most valuable alcohol brand in 2023 and fastest growing in its segment.”

To support the launch, the supplier has partnered with musician and TV star Pixie Lott. It will also be the official sponsor of Ladies Day at Chestertons Polo in the Park, and have a free glassware gift with purchase mechanic.

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