Budweiser Brewing Group introduces Brutal Fruit Cider to stimulate growth
Brutal Fruit has announced the launch of Brutal Fruit Cider, a new premium cider now available across off-trade channels.
The UK Cider category represents a huge opportunity of £2.9bn in sales (source: CGA and Nielsen data, 12 months ending 30/11/2023) however it is losing relevance with women and younger drinkers (source: Kantar World Panel I Spend (£) – buyers (off trade) – 52 WE 11/06/23). Declining category participation of 18-34 year old drinkers resulted in a loss of £22m over the last year.
These consumers are looking for modern, sophisticated brands that deliver a great flavour experience whilst being less sweet and sugary (source: Toluna study, July 2023, n=388). Brutal Fruit Cider addresses these consumer needs. After taste testing Brutal Fruit Cider, 80% of UK 18-34 consumers would want to purchase it, and 80% agreed that Brutal Fruit Cider is a modern brand (source: Nielsen analysis, n=317, October 2023).
Brutal Fruit Cider is a delicately fruity, brutally refreshing blend of Ruby Apple, Citrus and subtle Spice notes, with a touch of Spritz for a refreshingly light body. It has a sophisticated, eye catching and visually appealing serve, reminiscent of cocktails. The effervescent light pink liquid is served in an elegant, fluted glass, poured over ice with a slice of grapefruit to enhance the citrus notes.
Brutal Fruit Cider has struck up a new partnership with famed British musician and television star Pixie Lott.
Pixie was selected to take on this creative role with Brutal Fruit Cider due to her ability to connect with people in a refreshing and authentic way, through her music and radiant personality. She perfectly reflects the mission of Brutal Fruit Cider to celebrate authentic moments of connection between friends.
The partnership includes an exciting calendar of events including at Chestertons Polo in the Park, where Brutal Fruit is the official sponsor of Ladies Day. The campaign also includes digital media, instore activation with a free glassware gift with purchase and premium sampling of over 400,000 shoppers.
“I couldn’t be more excited to be partnering with Brutal Fruit Cider this summer,” says Pixie Lott, who releases her fourth studio album this year. “I, like Brutal Fruit Cider, share the value of celebrating authentic moments of connection amongst friends. I can’t wait to create special memories with Brutal Fruit Cider this summer.”
Mark Wingfield Digby, off trade sales director at Budweiser Brewing Group said: “With cider being a huge growth opportunity, we are looking forward to bringing innovation in the form of Brutal Fruit Cider to directly address younger consumer needs. Brutal Fruit is a resounding success in South Africa where it is the 3rd most valuable alcohol brand in 2023 and fastest growing in its segment. We are delighted to bring Brutal Fruit Cider to the UK market and we are confident it will prove a success in driving growth for the cider category.”
