Carlsberg unveils rebrand of Somersby cider

The refresh forms part of a group-wide strategy to accelerate the long-term growth of non-beer brands within its portfolio.

It is hoped that the rebrand will enable Somersby to standout in a competitive cider marketplace and ensure greater levels of brand consistency.

Developed in collaboration with brand consultancy Born Ugly, the new identity includes a simplified tree design, an “optimised” ​marque and more vibrant colours.

The new design will be featured on all Somersby products and packaging on sale around the world, with the rollout now underway.

‘Premium’ pack design

With Somersby products now available in 64 markets worldwide, global brand director Anna Katrine Drumm-Hakim said that now was the right time to upgrade its look.

“As Somersby has continued to expand across the globe, we have become somewhat of a victim of our own success, with our existing design system unable to consistently hold the weight of our growing range of fruity and refreshing ciders,” ​she explained.

"This coupled with line extensions to tap into growth opportunities in the health and wellbeing segments – like lower calories and alcohol free – we needed to not only premiumise our pack design in line with a more contemporary and highly competitive category, but also improve our design system to consistently and recognizably carry our range on shelf, building brand blocks for consumers to easily find, navigate and purchase Somersby.”​

Drumm-Hakim is confident that the new design will both support Somersby’s long-term growth ambitions and drive further penetration within existing markets.

“The new brand identity is a big step for the brand to become more convivial and relevant,” ​she continued.

“With Born Ugly, we have created a brand that allows Somersby to show up in a more iconic and refreshing way. We believe this evolution will help us become more distinctive in a rapidly growing Beyond Beer category.”​

In other news, a man has been arrested in connection with the theft of 22 tonnes of cheese from Neal’s Yard Dairy.​​