The new-look packaging, which also involves its Tutti Frutti-flavoured cider being rebranded as Wild Fruit, uses a mixture of classic and modern typefaces alongside illustrations drawn up by the wife of one of the company’s brothers.
Launched across Brothers’ 500ml bottle range of Strawberry, Wild Fruit and Toffee Apple flavoured ciders together with the signature 7% ABV Festival Pear Cider, the new packaging will roll out across the full range of bottles and cans in the coming months.
Matthew Showering, one of the four eponymous brothers, said: “This next stage of our journey reflects the changing needs in the British cider market.
“We’re adapting to ensure we deliver strong profit margins throughout the supply chain. That means helping retailers maximise their profitability by converting space held by apple ciders, lagers and RTDs to [space for] premium fruit ciders such as Brothers.”
The makeover is backed by a £5m UK-wide marketing push, combining sampling, outdoor poster and digital advertising in an effort to reach 20 million people.
The campaign will also feature a strong digital element for the trade, with bespoke online games, ‘Brothers Bar of the Week’ promotions and digital marketing guides designed for on-trade outlets.