Crown Imports Becomes Exclusive U.S. Importer of Somersby Hard Apple Cider
Crown Imports and Carlsberg Group Reach Exclusive Agreement to Test Market the Fastest Growing International Cider Brand in Select U.S. Markets
Somersby Apple Cider, a leading global hard cider within the Carlsberg portfolio, will be exclusively imported into the U.S. via Crown Imports beginning this September in select U.S. markets. “We are excited to leverage the growing popularity of the cider business to launch this unique and refreshing hard cider brand in the U.S. market,” said Bill Hackett, president of Crown Imports. “The addition of the fast-selling Somersby Hard Apple Cider illustrates Crown Imports’ continuing commitment to providing offerings that meet consumer demand and we fully plan to harness Somersby’s international brand power, differentiating flavor profile and cross-category appeal to grow the brand here.” The U.S. distribution test agreement between Crown and Carlsberg will capitalize on the continued growth within the global cider category along with the measurable success of the Somersby brand in European and Nordic countries. Since its introduction in 2008, Somersby has become the fastest growing international cider brand and is currently available in 22 countries around the world. The launch of this irreverent and fun brand leverages Somersby’s global momentum and the explosive growth of cider in the U.S. “We are thrilled to introduce Somersby Hard Apple Cider to U.S. consumers – a group that’s constantly demanding new and exciting ways to satisfy their beverage curiosity,” added Lars Lehmann, head of Export and License at Carlsberg. “There is a natural chemistry between Somersby and Crown’s existing brands and, through our strategic partnership we believe Somersby is well-positioned to meet the rising consumer demand for cider within the vital U.S. market.” Somersby Hard Apple Cider is gluten free and made from real apple juice and natural flavoring for a unique and refreshing apple cider taste that true connoisseurs will love. Crown Imports, known for its iconic marketing campaigns with its flagship brands Corona Extra and Corona Light, will develop a comprehensive marketing support program for Somersby in the U.S. market.
