Brothers Cider pivots to ‘in-between moments’

Brothers Cider has announced the launch of its new Cider Shandy range, a strategic move designed to offer a lighter, more relaxed alternative to its traditional full-strength fruit ciders.

Featuring two initial flavours — Classic Lemon and Dark Cherry — the new collection signals the brand’s commitment to the ready-to-drink (RTD) and low-alcohol markets.

Catering to “real life moments”

According to Brothers, the primary reason for the new range is to provide a drink that fits the “moments in between.” While traditional ciders are often associated with high-energy “big nights,” the 1.2% ABV shandies are specifically crafted for lower-intensity social settings.

The brand identifies several key occasions for the new product:

1. The festival warm-up: transitioning from the morning to the main music acts.
2. The garden social: relaxed afternoons shared with friends.
3. The sunset BBQ: drinks that transition from day to evening without the heaviness of high-alcohol beverages.

By blending crisp apple cider with bold fruit flavours at a low ABV, Brothers aims to provide a “properly done” version of the traditional shandy that prioritises refreshment and drinkability.

The mindful and social drinker

Based on the brand’s rollout, the new shandies are aimed at a specific type of modern consumer:

• The “pacing” drinker: Brothers explicitly identifies a growing group of people looking for great flavour without high alcohol content. This includes individuals who want to “pace a night out” or choose a lighter option that fits a modern, more balanced drinking culture.
• The convenience-oriented consumer: by positioning the range as an RTD product, Brothers is targeting consumers who value convenience and consistency. The pre-mixed 330ml cans are designed to be “easy to grab, easy to drink, and easy to share.”
• Fruit-flavour enthusiasts: moving away from the traditional beer-based shandy, this product targets cider lovers who want the “unmistakable Brothers taste” — specifically those who enjoy zesty citrus or rich berry profiles — but in a more “sessionable” format.

A modern twist on a summer staple

The brand acknowledges that while the shandy has long been a summer favourite, its version is a modern evolution. By entering the RTD category — one of the fastest-growing sectors in the UK — Brothers is ensuring its presence in a market where consumers demand portability and bold fruit character.

The Brothers Cider Shandy range is now available in 4x330ml packs at major retailers including Home Bargains, B&M, and Heron Foods, as well as through the brand’s official website.