It’s been a record summer in Scotland and the UK for Swedish cider brand Kopparberg. Adrian Hirst, Sales Director at Kopparberg UK, said of the Scottish success, “In July we saw a 140% increase on equivalent 2012 sales, which was almost matched in August when we achieved a 116% increase.” The rest of the UK saw sales increase by 79% in July, compared with 2012, and by 55% in August, compared with the same month last year. The continued growth in the UK on-trade has secured Kopparberg Mixed Fruit as the best-selling packaged cider variant in the industry for the first time and the company expects the sales growth to continue this month and beyond.
Adrian continued, “This year has already proved to be an extraordinary year for us, with our new above the line campaign, enhanced public relations activity and the great weather combining to break records within the business. This success is not possible without the continued support of our on-trade customers who have helped Kopparberg establish and maintain its position as the leading fruit cider brand in the country.” In June, Kopparberg launched a new national above the line campaign, including new TV advertising creative that put the product back at the heart of the company’s marketing strategy. This was combined with a new direction and emphasis on PR and social media activity that has driven consumer awareness through the summer months.
Adrian added, “The weather has obviously been kind to us this summer, but the scale of growth shows our new marketing strategy is working and continues to build momentum. We are excited about September results, which already look set to continue growth on 2012 figures, as we turn our attention towards the winter months.”
