Appinio x Brothers Cider

Navigating new tastes

How Appinio helped Brothers Cider embrace the health-forward shift

Brothers Cider portfolio

A Heritage Brand Embracing Modern Change

Brothers Drinks Co Ltd carries a rich heritage of Somerset cider-making dating back to 1658. Today, with over 400 employees, the company has grown from its traditional roots to become a significant player in the drinks industry. Within their portfolio of products is their hero brand - Brothers Cider.

 

Born in the fields of Glastonbury, the brand was first launched to the public in 1995 near the Jazz World Stage, which is now known as the West Holts Stage at the Festival. With its roots deep in Somerset, Brothers Cider has always been an independent and free-spirited brand that always approaches things with a unique perspective.

Brand Industry

FMCG, Beverages

Market

UK

Methodology

U&A, brand tracking, product testing, and NPS

Respondents

300 respondents

Challenge

As consumer preferences shifted toward healthier options and moderate alcohol choices, Brothers Cider found itself at a crucial turning point. The company needed to validate its recent rebranding investments while ensuring its product lineup resonated with today's market demands. So, they turned to Appinio for help.

Appinio's Approach

Understanding changes in consumer habits, identifying purchase motivations and barriers, and measuring reaction to brand changes became crucial. The focus was clear: measure brand awareness and evaluate response to recent brand evolution. Our comprehensive research strategy centered around a Usage and Attitude (U&A) study, complemented by brand tracking, product testing, and Net Promoter Score analysis. This multi-faceted approach allowed us to understand what drives or discourages consumers from choosing Brothers Cider while assessing how well the market received their unique flavor range.

Impact

  • Rebranding & Targeting Success

  • Portfolio & Packaging Optimization

  • Redefined Customer Journey

  • Enhanced Brand Performance

    The research revealed strong consumer recognition of Brothers' rebranding efforts. This understanding enabled precise targeting of marketing resources and messaging refinement, positioning the brand more effectively against competitors.

  • Optimized Product Strategy

    Data confirmed market appetite for Brothers Cider's innovative flavor profiles while providing crucial insights into preferred packaging formats and price positioning. This validation gave the company confidence to proceed with their differentiation strategy while making targeted adjustments to meet consumer preferences.

  • Strengthened Consumer Engagement

    Detailed journey mapping highlighted critical touchpoints for brand interaction, while NPS scores revealed strong customer satisfaction levels. This comprehensive view of consumer behavior proved invaluable for marketing resource allocation and campaign development.

What Brothers Cider says

“What impressed me the most was Appinio's tech and platform. The team was supportive from start to end, ensuring we had the best questionnaire going out to the right people, and checking in to make sure that the results were of use.”

Emma Vanderplank, Senior Brand Manager

Brothers Cider

cta-full-section-mobile

Going from data to direction

The impact was immediate. Brothers Cider quickly implemented changes to their marketing strategy and product development approach, responding rapidly to market opportunities. The research has become foundational to Brothers Cider's growth strategy. Product innovation is now firmly grounded in consumer preference data, while market expansion plans are guided by detailed demographic insights. With these insights, Brothers Cider can confidently navigate today’s new market demands and drive business growth.
Brothers Cider High Res

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