Brothers Cider launches new stubby pack

Another press release that doesn’t fill me with enthusiasm somehow:

Somerset’s Brothers Cider has teamed up with Morrisons to launch stubby packs of its Pear Cider and Strawberry Mixed Pear Cider.

The new 10×25cl multipacks are in a ?fridge-ready, rip open case ? perfect for the summer party season?, according to a spokesman.

Managing director Matthew Showering said:

After being the first commercially available pear cider, we felt it was time to move the cider category on with a new pack format. These new stubby packs are perfect for barbecues and picnics. After listening to feedback from our consumers, we are certain that they will embrace this new pack format.

Brothers worked closely with Morrisons on the development of the product and it will be available exclusively at the supermarket. Cider buyer Fraser Lovatt said early sales were “encouraging?.

The brands debut is being supported by a £2 million TV advertising campaign.