Budweiser Brewing Group has recently introduced Brutal Fruit Cider to the UK market, aiming to revitalize the cider category and cater to the evolving preferences of consumers. The UK cider market, valued at £2.9bn, has witnessed a decline in engagement among women and younger drinkers, resulting in a loss of £22m over the past year.
To address this shift in consumer behavior, Brutal Fruit Cider offers a modern and sophisticated brand that delivers a refreshing flavor experience with less sweetness. Market research indicates that 80% of UK consumers aged 18-34 expressed interest in purchasing Brutal Fruit Cider after taste testing, emphasizing its appeal to the target demographic.
Described as a delicately fruity and brutally refreshing blend, Brutal Fruit Cider combines Ruby Apple, Citrus, and subtle Spice notes with a hint of Spritz for a light-bodied experience. The visually appealing serve, resembling cocktails, features an effervescent light pink liquid served in an elegant glass over ice, garnished with a slice of grapefruit to enhance the citrus undertones.
In a strategic move to enhance brand visibility and engagement, Brutal Fruit Cider has partnered with renowned British musician and television personality, Pixie Lott. Lott’s ability to connect with audiences authentically aligns with the brand’s mission to celebrate genuine moments of connection among friends.
Mark Wingfield Digby, the off-trade sales director at Budweiser Brewing Group, expressed optimism about the launch of Brutal Fruit Cider in the UK market, citing its success in South Africa as a promising indicator. In South Africa, Brutal Fruit is ranked as the 3rd most valuable alcohol brand in 2023 and the fastest-growing in its segment, reflecting its potential for success in the UK.
As part of the collaboration with Pixie Lott, Brutal Fruit Cider has planned a series of engaging events, including sponsorship of Ladies Day at Chestertons Polo in the Park. The promotional campaign encompasses digital media initiatives, in-store activations offering complimentary glassware, and premium sampling opportunities for over 400,000 shoppers.
Pixie Lott shared her enthusiasm for the partnership, emphasizing her alignment with Brutal Fruit Cider’s vision of cherishing authentic connections with friends. The synergy between Lott’s artistic endeavors and the brand’s ethos underscores the shared values of celebrating meaningful moments in a social setting.
With the introduction of Brutal Fruit Cider, Budweiser Brewing Group aims to drive growth within the cider category by catering to the preferences of younger consumers seeking innovative and refreshing beverage options. The infusion of modernity and sophistication in Brutal Fruit Cider positions it as a compelling choice for consumers looking for a distinct and memorable drinking experience.
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