Danish brewing company Carlsberg plans to foray into the UK cider market with the launch of its cider brand Somersby.
Somersby, made from fermented apple juice and natural apple flavoring, will be available in cans and 500ml bottles in Tesco followed by other supermarkets after 16 July 2012.
The cider variant will be available on-trade in 2013.
Carlsberg has primarily positioned the cider as a mainstream cider for men and women and will organize point-of-sale promotions and in-store sampling as part of the launch.
Carlsberg marketing and strategy director Darran Britton said that the move demonstrates the company's ability to target a new category as well as its understanding of consumer behaviour in the drinks market.
"In recent years the cider category has attracted a significant number of new drinkers," he added.
"Our research has shown that a lot of these consumers find the taste of the current established mainstream ciders in the UK both artificial and astringent.
"In response to this we have developed a cider, specifically for the UK market, which has a more balanced taste and contains no artificial sweeteners and no artificial flavors.
"The cider market creates a huge opportunity for Carlsberg UK to broaden our portfolio. At a time when our beer brands are growing share, the launch of Somersby also adds momentum to our business."
The Somersby brand, launched in 2008, is available in over 22 countries across Northern and Western Europe as well as Asia.
The company plans a multimillion-pound marketing drive next year.
