Blueberry variant for Hornsby's cider

Magners owner C&C Group has released a blueberry variant of its American-style cider, Hornsby’s.

Hornsby’s Crisp Apple Cider with Blueberry joins Crisp Apple and Crisp Pear with Strawberry & Lime in what the producer is calling “a natural progression for the brand”.

The company said blueberry sales have overtaken raspberries as the second most popular berry in UK supermarkets in recent years.

Brand manager Amy Burns said: “With its innovative serve style and Californian heritage, Hornsby’s is ideal for consumers who love to try new things when socialising with their friends. “Since launching the brand to the on-trade last year and to the off-trade in February, Hornsby’s has been a star performer within C&C Group, buoyed by a growing consumer interest in new cider serves and flavours from around the world. 

“Hornsby’s has opened up a large growth area in the cider market and with two fantastic flavours already under our belt, blueberry was a natural progression. Sweet, crisp and refreshing, it blends the best of flavours from both sides of the Atlantic, with a nod to our laid back California roots.”

The new flavour will be backed with a PR and marketing push aimed at young adults, as well as POS.

Sales of flavoured cider grew 66% to £229 million in the past year, according to Nielsen, and it now makes up 24% of cider as a whole — up from 16% a year ago and 11% the year before.

Read more about fruit cider here.

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