Australia’s highest selling cider brand is set to join its opposition, targeting the sweeter end of the market with a new range of fruity ciders.

The Strongbow Summer Fruits range – including Apple Cider with Strawberry and Kiwi, Pear Cider with Raspberry and Strawberry and Strongbow Apple Cider with Mango and Passionfruit – are set to go head to head with Swedish Cider giant Rekorderlig as well as other local brands like Cheeky Rascal and Matso’s that have also recently entered the already bursting flavoured cider market.

Attempting to rebrand themselves from their traditional image has seen the recognisable green bottle and colourful packaging to amber bottles with white labels. According to Strongbow Group Marketing Manager, Clive Coleman, the brand wanted to go for a new look for the latest launch. “We wanted the ciders to have their own personality,” he says. “We thought the amber bottles and new labels really showcased the true personality of the flavours.”

The range joins the market leading group of ciders the brand already produces including Original, Sweet, Clear, Dry and Pear.

Strongbow Summer Fruit ciders are available at bar venues and bottle shops nationally. RRP$14.99/four-pack.

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