Kopparbergs Bryggeri has unveiled a colourless, “less-sweet” duo of ciders under the Kopparberg mark that it claims is “the world’s first clear fruit cider” line-up.
The range, called Clear, is produced at the company’s brewery in Kopparberg, Sweden, and has been rolled out in the UK this week at retail multiple Tesco. The launch will be supported by out-of-home, paid social, “creator activity” and in-store activations, Kopparbergs Bryggeri said.
Kopparberg Clear comes in two iterations: Peach and Wild Berries. Both SKUs are packaged in 33cl cans with an ABV of 4%. Global Drinks Intel has asked the brand owner for further rollout details.
Explaining its rationale for the NPD, the Swedish beverage company said internal research “found that 77% of consumers were interested in a less-sweet fruit cider from our brand”.
“For drinkers, Clear is a fresh way to enjoy fruit cider. For retailers, an opportunity to reach shoppers looking for less-sweet alternatives and drive category growth, backed by the flavour and familiarity of Kopparberg,” a spokesperson said.
In June, Sazerac Co released a ready-to-drink line from its Svedka vodka brand that the company claimed was the “world’s first transparent canned vodka water”.
