A new Swedish cider is heading over to the UK to offer a "new flavour profile" to British cider fans.
The 4.5% abv Briska comes from Spendrups, one of Sweden's largest breweries, and was launched there last year. It is described as being a premium semi-dry drink that sits between Sweden's traditional sweet ciders and the UK's drier ones.
"We will be using marketing, sampling activity and on-bottle messages to communicate the fact that it is less sweet," said brand manager Fredrik Eklund.
The brand will hit the on-trade this month in bottles and on draught, and will be rolled into the off-trade later in the summer in pear and apple flavours. A pomegranate flavour will follow at a later stage.
"We think it will appeal more to women then men, though it is a unisex drink aimed at cider drinkers of a more mature age, between 25 and 35," said Eklund.
The 4.5% abv Briska comes from Spendrups, one of Sweden's largest breweries, and was launched there last year. It is described as being a premium semi-dry drink that sits between Sweden's traditional sweet ciders and the UK's drier ones.
"We will be using marketing, sampling activity and on-bottle messages to communicate the fact that it is less sweet," said brand manager Fredrik Eklund.
The brand will hit the on-trade this month in bottles and on draught, and will be rolled into the off-trade later in the summer in pear and apple flavours. A pomegranate flavour will follow at a later stage.
"We think it will appeal more to women then men, though it is a unisex drink aimed at cider drinkers of a more mature age, between 25 and 35," said Eklund.
No comments yet