ME-TOO BRANDS GALORE

The ploy worked, and soon had me-too brand Bulmers (then owned by Scottish & Newcastle, latterly Heineken) forced to catch up. Then came the flurry of other ciders, who jumped on any and every music festival or activity where they could find their target LDA to 25-year-old audience. Remember Gaymer’s cider and their sponsorship of every event ever? Or what about Brothers cider? Though they were launched at Glastonbury festival, they’ve shifted their focus to a more studenty crowd in recent years with a roster of novelty flavours, from Toffee Apple, to Raspberry Ripple and Cherry Bakewell.

And of course, they’re not the only brand to target this age bracket’s infamous sweet tooth; Kopparberg and Rekorderlig were again kind of revolutionary when they launched, with their sweet, fruity, and easily quaffable ciders. They have of course, continued to debut numerous flavour spin-offs since.