Molson Coors chases flavoured cider trend
26th March, 2014 by Lauren Eads
Molson Coors UK is set to launch a new cherry flavoured Carling cider marking the brewer’s first foray into the ever-growing flavoured cider category.
Building on its original flavoured cider which launched last year, Carling British Cider Cherry will be available in the UK off-trade only available in 500ml bottles or packs of sic.
Jim Shearer, brand director of Carling at Molson Coors UK said: “The success of Carling British Cider among retailers has been fantastic. In response to customer demand, we are excited to launch Carling British Cider – Cherry to our off trade customers.
“We researched several different new flavours and Cherry got a unanimous thumbs-up for its vibrant colour and fresh crisp taste with a burst of sweetness, perfect for summer. We look forward to continuing to innovate in the cider market, which we believe offers superb opportunity for growth.”
The brewer, whose brands include Carling, Cobra and Grolsch, will support the launch of its new flavour with a £4 million advertising campaign from 4 April, as well as a national sampling campaign.
Carling joins a number of other UK brands to have launched flavoured cider ranges in recent years – a category which has seen enormous growth in the UK.
Magners launched its own flavoured range in 2011, while Stella Artois’s Cidre Pear launched in 2012.
Bulmers followed in 2013 launching a range of flavoured ciders, while supermarket chain Asda rushed to capitalised on the category’s popularity by adding 19 new lines and dedicated fruit cider bays in 2012.