Carlsberg enters the UK cider market

Carlsberg has decided to launch its Somersby cider brand into the UK. The Somersby brand is owned by Carlsberg and was first launched in Denmark and Sweden. The brand will launch in the UK later this month, initially in Tesco stores and will be targeted at both the male and female demographic within the mainstream cider category.

The cider market is highly competitive and the Somersby brand will be pitched against big name brands, Strongbow and Stella Artois Cider, which are owned by Heineken and AB Inbev respectively. To support the UK launch of the brand, Carlsberg are investing extensively in marketing the new brand with a multimillion-pound marketing campaign. As a result Brand Managers at Carlsberg are bound to be kept busy especially with a sampling campaign running until the end of the year to raise awareness of Somersby Cider.

The Somersby marketing campaign will carry the strapline ‘Real Refreshment’ which reflects how Carlsberg have described the cider. They have said that the “crisp, refreshing cider with no sweeteners, flavours or preservatives”, will be targeted towards cider drinkers who are looking for a change.

The Marketing and Strategy Director for Carlsberg UK, Darran Britton has commented that: “Carlsberg UK has an unrivalled track record of making, marketing and selling brands loved by consumers. We are using this brand-building expertise to launch a mainstream cider in a market which is enjoying double-digit growth.”

The cider market has recently been experiencing a high period of growth and according to Mintel; the UK cider market saw a rise in volume sales between 2006 and 2011 of 24%, which reflects a value increase from £1.7bn to £2.4bn.

The new brand launch comes at a time when Carlsberg are looking to boost their online marketing activity for their sponsorship deals with premier league clubs after the success of similar online marketing campaigns for the Euro 2012 tournament.

It looks to be a very exciting time for Carlsberg Brand Managers as they wait to see the results of their efforts to launch the Somersby brand in the UK.

Brand Recruitment works with a number of leading FMCG brands across Bedfordshire, Buckinghamshire and Hertfordshire as well as the rest of the Eastern region and continually recruits for clients who are looking to fill Brand Manager and other marketing roles.

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