Carlsberg launches cider in UK

Carlsberg has entered the UK cider market for the first time with its Somersby brand.

Exclusive to Tesco for now it is due for wider release over the coming months and into pubs by early next year.

It will be going up against Strongbow – owned by Heineken – and Stella Artois’ Cidre, with Carlsberg promising that it has a “balanced taste” and no artificial flavours or sweetners.

Originally launched in Denmark and Sweden back in 2008 the cider, which is made in Herefordshire, will be backed up by a multi-million pound campaign in time as well.

Cider is a growing category in the UK, with Mintel data showing that between 2006 and 2011 it grew 24% in volume and from £1.7 billion to £2.4bn in value.

Darran Britton, marketing and strategy director at Carlsberg UK said: “The cider market creates a huge opportunity for Carlsberg UK to broaden our portfolio. At a time when our beer brands are growing share, the launch of Somersby also adds momentum to our business.

“Carlsberg UK has an unrivalled track record of making, marketing and selling brands loved by consumers.  We are using this brand-building expertise to launch a mainstream cider in a market which is enjoying double-digit growth.”