FDBusiness.com

Cider-maker Brothers has pioneered the industry’s first recyclable and re-sealable drinks carton as an innovative way of targeting the growing festivals and outdoor events market.

The 1L combifit cartons, which also help reduce glass and can consumption amongst cider drinkers, will be launched in Tesco stores from September 2016 with a full launch expected in spring 2017 ahead of the new summer events season.

Brothers Cider’s co-owner Matthew Showering said: “We’re always looking at ways of evolving the business and innovating to meet the needs of a growing population of cider drinkers.

“We think there’s a real opportunity to offer consumers a lightweight, portable option for alcoholic drinks, much like you’d find for soft drinks, that can be shared amongst friends and sealed back up.

“The way we drink cider hasn’t changed for a number of years, so we wanted to be at the forefront of something new by adding another dimension to how and where people consume our drinks.”

Published by market intelligence agency Mintel, a report revealed 36% of cider drinkers choose to drink cider at least once a week during the autumn and winter months.

The new cartons will also be used for an English apple flavour drink, which will be fully launched in spring next year ahead of the new summer events season.