Budweiser has partnered with British popstar Pixie Lott for the launch of Brutal Fruit Cider as the iconic US brewer expands into the international cider market.
By rolling out this new cider proposition, the US brand will be hoping to halt cider’s popularity slide among women and young drinkers on the UK market, which is still the largest global cider market by a considerable margin (worth over £3 billion in sales last year).
The collaboration will see the recording star engage in a series of activations for the brand, which is set to have a significant presence at Chestertons Polo in the Park, where it will be the official sponsor of Ladies Day.
“I couldn’t be more excited to be partnering with Brutal Fruit Cider this summer. I, like Brutal Fruit Cider, share the value of celebrating authentic moments of connection amongst friends. I can’t wait to create special memories with Brutal Fruit Cider this summer,” Lott said.
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The campaign will also be supported by a series of executions across digital media, and an in-store activation involving a free glassware gift with purchase.
Budweiser Group off trade sales director, Mark Wingfield Digby added: “With cider being a huge growth opportunity, we are looking forward to bringing innovation in the form of Brutal Fruit Cider to directly address younger consumer needs.
“Brutal Fruit is a resounding success in South Africa where it is the 3rd most valuable alcohol brand in 2023 and fastest growing in its segment. We are delighted to bring Brutal Fruit Cider to the UK market and we are confident it will prove a success in driving growth for the cider category.”
