Brothers Cider has unveiled its latest Cider Shandy line, strategically aimed at providing a lighter, more laid-back option compared to its classic full-strength fruit ciders. This new collection introduces two initial flavors: Classic Lemon and Dark Cherry, marking the brand’s dedication to the ready-to-drink (RTD) and low-alcohol segments.
Highlighting the concept of “real life moments,” Brothers emphasizes the importance of delivering a beverage that resonates with those casual occasions in between. While traditional ciders are often linked to high-energy events, these 1.2% ABV shandies are designed specifically for relaxed social environments.
The brand has delineated several key settings for enjoying the new products:
1. Festival warm-ups: the perfect transition from morning activities to main music acts.
2. Garden socials: leisurely afternoons spent with friends.
3. Sunset barbecues: refreshing drinks that flow easily from day into night without the heaviness typical of higher-alcohol options.
By merging crisp apple cider with vibrant fruit notes at a low ABV, Brothers aims to reimagine the traditional shandy, focusing on refreshment and ease of consumption.
Targeting a modern audience, the new shandies cater to specific consumer profiles:
– The “pacing” drinker: this emerging segment seeks flavorful options with lower alcohol content, appealing to those who wish to maintain balance during their nights out.
– The convenience-driven consumer: by promoting the range as a ready-to-drink product, Brothers is reaching individuals who prioritize simplicity and reliability, with pre-mixed 330ml cans that are intended to be “easy to grab, easy to drink, and easy to share.”
– Enthusiasts of fruity flavors: departing from the traditional beer-based shandy, this offering attracts cider lovers eager for the “unmistakable Brothers taste,” particularly those who prefer zesty citrus or rich berry flavors in a more “sessionable” format.
While the shandy has traditionally been a summer staple, Brothers acknowledges that its rendition represents a contemporary evolution. Entering the rapidly expanding RTD market ensures that Brothers maintains its foothold where consumers increasingly seek both portability and bold fruit flavors.
The Brothers Cider Shandy collection is now available in 4x330ml packs at major retailers such as Home Bargains, B&M, and Heron Foods, in addition to being sold through the brand’s official website.
