Brothers Cider to continue rebrand and Glasto partnership

Brothers Cider is building on its relaunch last year with further updates to its packaging and formulations, alongside a continued partnership with the Glastonbury Festival.

Packaging enhancements, rolling out this spring, include greater prominence and vibrancy for the on-pack fruit flavour illustrations and enlarged neck bands calling out the fruit in each variety.

Additionally, ‘Naturally Fruity Cider‘ will appear in capitals under the main Brothers branding, while ‘Born in Somerset. Raise at festivals’ will appear on the front face of each can to underpin the brand’s association with festivals.

Trade cases will also be ‘shelf-ready’, with rip-tear perforations for easier merchandising and block colourways to differentiate flavours.

The supplier has also said it has modified the new varieties to provide fuller fruit flavours and a more apple-y taste, with no changes to existing ABV levels.

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It is also offering customers the chance to win tickets to the sold-out Glastonbury Festival through an on-pack promotion.

Consumers enter the instant-win competition by scanning a QR code on cans which links to a bespoke promotional website, and inputting a unique printed code located on the underside of ring-pull tabs.

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, with five pairs of event tickets up for grabs alongside hundreds of festival-themed items including bucket hats, cool bags, water bottles and cases of Brothers Cider. The supplier will be supporting the promotion through social media and digital advertising.

Brothers will also be served at the festival, marking its 30th consecutive year there.

Emma Vanderplank, marketing controller at Brothers Drinks Company, said: “Our objective last year was to reignite the fruit cider category with a disruptive approach which met the needs of contemporary consumers. We’re confident that we’re on the right path but we know that we can do even more and this year’s enhancements will further build brand momentum.”

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