DEMAND for premium alternatives in the fruit cider market is said to be behind Kopparberg’s decision to release a new draught variant this month.
Kopparberg Black, an apple cider with blackcurrant and blackberry flavours, is intended to be served extra cold.
Available exclusively to the on-trade, the cider will be supported by Kopparberg’s ‘Outside Is Ours’ summer marketing campaign and a new black standalone font.
Rob Salvesen, senior marketing manager at Kopparberg, said: “The move to offer a premium draught variant feels like a natural progression for Kopparberg, with its current position as the best-selling premium packaged fruit cider in the UK on-trade.
“We’re extremely excited about the arrival of Kopparberg Black to our portfolio, not least being able to offer consumers a fruit cider on draught made to be more sessionable and premium to what is already on the market.”
