In new data released by Carlsberg UK, the company revealed that Somersby is available in “over 5,000 stockists across the UK – 3,500 of which [are] coming from the free trade” and that the brand is now “stocked across the major national pub companies including Enterprise Inns, Punch Taverns and Admiral Taverns.”
Somersby Cider has also achieved “official cider status at prominent UK music festivals Download, Hard Rock Calling, Wireless, Creamfields and Global Gathering through Carlsberg UK’s Live Nation partnership” as well as “exposure across Premier League grounds including Arsenal, Liverpool and Aston Villa FC,” according to the company.
Carlsberg UK director of brands and insight David Scott said: “The brand was backed by a £10m promotional spend at launch - including an iconic television advert - generating 1.5m views on YouTube. Further support comes from a recently-launched updated font with an eye-catching POS range to follow early next year.”
Scott added: “Somersby is an important brand for Carlsberg UK and we’re delighted with the interest and support we’ve generated across the on-trade. The category is currently worth £1.7bn and over 500m pints are sold every year, so the on-trade can be assured we have a clear strategy to support the brand across 2014 and beyond.”
Somersby Cider was recently named Best New Brand of the Year at September’s Publican’s Choice Awards.