Brothers Cider is now available in can format for the first time.
Eight-packs of the 440ml cans are already available to the off trade, with 12-packs due out later this month.
The fruit cider specialist – which launched its first pure apple cider only last year – is planning to ramp up its TV advertising to back the latest launch and by drawing attention to the new format aims to encourage a new audience to buy into the brand.
TV ads will be complemented by outdoor activity including sampling at festivals and the 02 Arena.
The Brother’s bottled range currently consists of eight flavours including; Strawberry, Pear, Toffee Apple, Bittersweet Apple, Festival Pear, Lemon, and Ginger.
The can format is launching in the most popular Strawberry flavour and, depending on its success, could roll out across the range in the future.
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