The Brothers Drinks Co's cider brand continues to establish itself as a key contender and ‘one to watch’ in the cider category as value sales experience outstanding growth in 2021.
Latest figures show a 48.4% increase year-on-year which follows the strong performance of the brand in 2020 as the UK’s fastest growing premium mainstream cider brand.
Brothers continued to innovate during the pandemic, launching four variants including Pink Grapefruit and Honeycomb and Toffee Apple Alcohol Free. Fan favourite Cloudy Lemon was also reintroduced in 2021 due to popular demand.
These latest entrants, along with additions in 2020 including Red Apple and Marshmallow, continue to keep the brand at the forefront of consumer’s minds as 42% of cider drinkers express an interest in unique flavours. Leading SKU’s Rhubarb and Custard and Toffee Apple also continued to experience substantial growth with 36.6% and 34.4% increase in value sales year-on-year respectively.
The English cider brand adapted to changing consumer behaviours throughout the pandemic by amplifying online and social activities, resulting in sales from its own e-commerce site increasing by almost 500% in 2020. The brand also launched its ‘Find Your Flavour’ campaign across social channels resonating strongly with its consumer base, particularly Gen Z and Millennials.
This growth was replicated by the parent company, Brothers Drinks Co. Ltd, which, as well as it’s own brands, also produces cider, beer, spirits and soft drinks for third party brand owners.
The company was ranked 12th in the Alantra Food & Beverage fast 50 in 2021, a report outlining the UK’s fastest growing privately owned food and drink companies, which recognised Brothers Drinks revenue growth of 29% over the past two years. Additionally, the company maintained its place in the top 10 cider producers with value growing by 31.8% year-on-year.
Marc Charles, Global Commercial Director, commented, “The outstanding growth we’ve experienced is testament to the incredible efforts across the whole business over the past two years and during the course of the pandemic and we are extremely grateful to our customers and consumers for choosing our services and brands.
'As we begin to cautiously plan for the future and look toward the full return of hospitality, festivals and international markets, we are optimistic and committed to grow further through continued innovation, quality and service in our brands and production capability.”