By James Atkinson
Danish brewer Carlsberg has entered the Australian cider market by launching its Somersby brand of cider in partnership with Independent Distillers Australia.
Independent Distillers will distribute and market the Somersby brand, in a deal that follows Carlsberg's agreement with Premium Beverages to distribute the Carlsberg and Kronenbourg beers in Australia.
Somersby was launched in Scandinavia five years ago and is now sold in more than 25 markets.
The cider's ingredients will be imported from Europe and bottled at Independent Distillers' plant at Laverton in Victoria.
Chief Executive of Independent Distillers Australia, Greg Ellery, said the growth of the cider market still had a long way to go in Australia, based on overseas trends.
In the UK, cider was now more than 10 per cent of the liquor market while in Australia, despite rapid growth, cider was about 2 per cent.
"Most of the new brands in Australia are from small cottage cider companies. The experience overseas is that customers and retailers prefer the big international brands with powerhouse marketing and distribution behind them to provide consistency of product and reliable marketing investment," he said.
"The Carlsberg-Independent Distillers Australia combination provides exactly what the market wants."
Somersby was officially launched in apple and pear variants on October 1.
WHERE WILL THEY BE SELLING THESE?!?
I LOVE SOMERSBY!
I would like to know where they are selling it as well!!
Im in Melbourne where can i buy somersby cider?
Somersby cider is freaking amazing!!!! Why haven’t we already got these down under? Please be in Brisbane when I get back!!! Hipsters will be all over the pear flavour… I am in Finland at the moment and just about to crack one open to have in the sauna 🙂
Somersby has hit australia; hard!
Coles sells a six pack for $18
Thirsty Camel Maidstone for $15
Dan Murphys sells the pear ONLY in a 10 pack of 330ml cans for $22 (they tell me the apple cider will be available mid feb)
Nonetheless, it’s good to see a very popular and tasty European cider available in melbourne at a reasonable price.
Don’t get me wrong, Reckodelig is nice, but I don’t understand why sugar should be so expensive in australia……?!?
Currently $20 in various outlets for a ten pack of cans that are standard 375ml not 330ml.
The article says the ingredients are imported, so I’d guess that Independent distillers dilute the concentrate and ferment it locally with a supplied yeast.
It’s very sweet and fruity, pleasant drink. However cider from a concentrate such as Black Rock is easily made at home for around $25 for a 23L batch.