Brutal Fruit is proud to introduce the launch of Brutal Fruit Cider, a premium cider now available in off-trade channels. The UK Cider market presents a significant opportunity with £2.9 billion in sales, but it has been losing traction with women and younger drinkers. This decline has resulted in a loss of £22 million among 18-34 year old consumers over the past year.
In response to changing consumer preferences, Brutal Fruit Cider offers a modern, sophisticated brand that provides a great flavor experience with less sweetness. According to a Toluna study from July 2023, 80% of UK consumers aged 18-34 expressed interest in purchasing Brutal Fruit Cider after taste testing. Additionally, 80% acknowledged its modern brand identity.
Brutal Fruit Cider is a refreshing combination of Ruby Apple, Citrus, and subtle Spice notes with a touch of Spritz for a light body. Its visually appealing serve, reminiscent of cocktails, includes an effervescent light pink liquid served in an elegant glass over ice with a slice of grapefruit for enhanced citrus notes.
Developing a partnership with renowned British musician and television star Pixie Lott, Brutal Fruit Cider aims to connect with consumers through authentic moments shared among friends. This partnership includes collaborations at events like Chestertons Polo in the Park, digital media campaigns, in-store activations, and premium sampling for over 400,000 shoppers.
Pixie Lott, excited about the collaboration, shares her anticipation for creating memorable moments with Brutal Fruit Cider this summer. Mark Wingfield Digby, off-trade sales director at Budweiser Brewing Group, expresses enthusiasm for the potential growth opportunities that Brutal Fruit Cider brings to the UK market. He highlights the brand’s success in South Africa and anticipates a similar positive impact on the UK cider category.