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Brothers Cider has expanded its premium cider portfolio with the launch of Wild Cloudy Apple, the Somerset producer's first cloudy apple cider, as it looks to capitalise on growing consumer demand for premium and craft-style cider.

The new 7.0% ABV cider is available in 500ml cans with an RRP of £1.75 and has been developed to appeal to consumers seeking more distinctive apple cider options beyond mainstream offerings. Lightly sparkling and naturally cloudy, the product features an unfiltered appearance designed to reinforce the brand's West Country heritage.

Wild Cloudy Apple joins Brothers' existing 7.0% ABV Apple & Pear cider, which the company says has delivered strong growth in UK retail. Together, the products are intended to strengthen the brand's presence in the premium cider segment and target consumers looking for higher-strength, characterful ciders.

According to market data cited by the company, apple cider accounts for around 60% of total cider sales, while premium apple cider is the fastest-growing segment. Brothers believes the launch will enable it to benefit from increasing interest in premium and craft-style products, particularly among consumers aged 25 to 40.

Emma Vanderplank, marketing controller at Brothers Drinks Company, said: "Wild Cloudy Apple lines up alongside our existing higher-ABV variant and its appearance and taste will offer real differentiation against a predominantly clear and standard carbonated competitive set. Consumers are increasingly exploring beyond core offerings, and the look and mouthfeel of Wild Cloudy Apple will appeal to those seeking new and higher quality products."

She added that the company's Somerset heritage provides a strong platform for launching a traditional-style cloudy cider into a segment experiencing sustained growth.

The launch builds on Brothers' reputation for flavour innovation. The company introduced the UK's first flavoured cider and earlier this year expanded into lower-alcohol beverages with a 1.2% ABV Cider Shandy range. Its portfolio now spans products across 1.2%, 3.4%, 4.5% and 7.0% ABV to address a wider range of drinking occasions.