Kopparberg has moved out of the back bar refrigerator and onto the bar with the launch of its first draught cider, Kopparberg Black.
Available exclusively to the on-trade, the new variant sees the traditional apple cider base infused with blackberry and blackcurrant.
Rob Salvesen, Kopparberg’s senior marketing manager, says the move to bar taps is a natural progression for the leading bottled brand.
‘It was extremely important for us not to cannibalise our very successful packaged cider, so offering something completely new felt the right thing to do from a brand perspective, as well as being an exciting prospect for consumers.’
Crafted with sessionability in mind, Kopparberg Black is meant to offer a premium alternative to other draught ciders already on the market.
It can be served from a black standalone font or font lens and tap handle custom-designed for the brand.
The release of the cider comes on the heels of the launch of Kopparberg’s £6m ‘Outside Is Ours’ marketing campaign dedicated to socialising outdoors during the warmer season, a fitting strategy with the move to draught.
‘Offering the flavour on draught means a perfect extra-cold serving that is ideal for summer drinking as consumers flock to beer gardens this summer,’ Salvesen explains.
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