Brothers Cider reinvents itself for a modern drinker – and earns a big payoff | Events & Awards

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Brothers cider 500ml cans_ice

Winner: Brothers Cider

Some 30 years after arriving on the scene, Brothers Cider was given a new lease of life.

The brand executed a bold and comprehensive rebrand to meet the needs of modern drinkers. That meant shifting focus from sweet flavours to more sessionable, easy-drinking ciders free from artificial flavours.

New packaging, meanwhile, shone a spotlight on the brand’s Somerset home and natural credentials.

The revamp was backed by insight showing consumers were seeking more natural products at a lower abv.

The bid to recruit new consumers – both to the brand and category – was supported by a £4m campaign. That comprised TV, OOH and festival activations – including at Glastonbury, where Brothers made its debut in 1995.

Ahead of the relaunch, Brothers secured listings across retail and wholesale, and mounted a raft of in-store PoS including shelf-barkers, shipper units and gondola ends.

The results were impressive. Over three-quarters (76%) of shoppers were new to the Brothers brand, while more than a quarter (26%) were new to the cider category [Kantar].

Brothers successfully faced up to the challenge in recruiting shoppers to the brand and the broader cider category, our judges said.

“This was an incredibly bold piece of repositioning to futureproof the brand and should be commended.”