The Somerset-based family business Brothers Cider has entered the premium cloudy cider segment with the launch of Wild Cloudy Apple. This marks the brand's first-ever cloudy apple variant, formulated as a 7.0% ABV beverage designed to address the growing consumer demand for premium and craft-style ciders.
The product will be distributed in 500ml single cans with a recommended retail price of £1.75. The launch aims to capture market share among consumers aged 25 to 40 who are increasingly looking for higher-strength and more characterful alternatives to standard carbonated ciders.
Wild Cloudy Apple is positioned as a partner to the company's existing 7.0% ABV Apple & Pear variant, which has achieved strong growth in UK retail, tracking at a 27% increase in a leading UK multiple.
By pairing these two high-strength ciders, Brothers Drinks Company aims to build a premium category set that benefits from the strong performance of apple-based products. Currently, apple cider represents approximately 60% of total cider sales in the UK, with the premium apple segment serving as the fastest-growing component at an increase of 8.5%.
Product Profile and Specifications
The new variant features the following technical and dietary specifications:
Appearance and Carbonation: A lightly sparkling, naturally cloudy, and unfiltered pour that highlights the West Country provenance.
ABV Strength: A 7.0% alcohol by volume formulation, delivering 3.5 UK units per 500ml can.
Dietary Accreditations: The product is gluten-free and accredited by the Vegan Society, containing no artificial sweeteners.
Flavour Profile: A full-bodied apple character featuring soft tannins and fresh-pressed apple notes with a smooth, structured finish.
Marketing and Event
To support the launch, Brothers Cider is executing its largest promotional campaign of the year, which runs until the end of September. The marketing push includes a national summer activation spanning almost 100 festivals and events.
Even with Glastonbury Festival taking a fallow year in 2026, the brand will maintain a physical presence through its "Brothers Bar" experiential setup, featuring interactive mini-games, photo booths, and VIP seating.
The brand's physical presence will be supported by digital advertising, social media campaigns, and audio advertising on Spotify and major podcasts. The promotional campaign also includes an on-pack consumer contest offering cash prizes up to £1,000, festival packages, and brand merchandise to drive retail velocity.
With a portfolio that now spans 1.2%, 3.4%, 4.5%, and 7.0% ABV products, the brand aims to offer a comprehensive range that meets diverse consumer moods and drinking occasions.
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