Kopparberg unveils its ‘biggest ever’ launch
Kopparberg is replacing its Apple Cider variant with Naked Apple Cider in what the brewer describes as its biggest npd investment to date as it looks to capitalise on the continuing growth of the UK cider category.
The brand launches later this month (26 April) and will be supported by TV, online, outdoor and social media activity.
It is part of a £10m investment in Kopparberg’s range, which includes Mixed Fruit and Alcohol Free Pear flavours, that the brewer hopes will drive total sales. In 2011 the brewer’s cider sales were up 70% year-on-year.
Davin Nugent, UK managing director at Kopparberg says despite its fruit cider flavours driving the category in terms of growth, apple cider is still the biggest part of the premium packaged cider category.
He adds: “The Kopparberg brand is growing at 58% year-on-year in the On Trade and this growth is driven by new consumers who are attracted to our innovative approach to cider.
“By launching Kopparberg Naked Apple Cider, we will deliver consumers the quality they expect from Kopparberg, and contribute to the long-term success of cider in the UK.”
COS Brands, the UK distribution and marketing unit of Kopparberg Breweries, will handle the launch of the cider variant.
Sales from cider in the UK grew from £1.7bn to £2.4bn between 2006 and 2011, according to Mintel, making it the only major alcohol category to have grown its user base over the past five years.
The variant has already secured listings in M&B, Spirit, Intertain, Greene King, Enterprise and Punch, as well as pubs and clubs.
It will also be available in all major national and regional wholesalers in the UK.
