Somersby Cider, which will launch later this month, is targeting male and female cider drinkers within the mainstream category.
Somersby – which was originally launched in Denmark and Sweden – will not be served over ice.
It will be competing against the market leader, Heineken-owned Strongbow, along with new entrants such as AB Inbev's Stella Artois Cidre, as brands aim to tap into the growing popularity of cider.
The launch of Somersby Cider will be supported by an extensive sampling campaign running until the end of the year, with a multimillion-pound marketing drive expected early next year.
Carlsberg said Somersby was a "crisp, refreshing cider with no sweeteners, flavours or preservatives", which targets consumers who find the "current, established, mainstream ciders in the UK, both artificial and astringent".
The brand has been developed specifically for the UK market, claiming that market research shows Somersby is "significantly preferred to the market leader".
Since its launch in 2008, Somersby has rolled across 22 countries across Northern and Western Europe, alongside parts of Asia.
Darran Britton, marketing and strategy director, Carlsberg UK said: "The cider market creates a huge opportunity for Carlsberg UK to broaden our portfolio. At a time when our beer brands are growing share, the launch of Somersby also adds momentum to our business.
"Carlsberg UK has an unrivalled track record of making, marketing and selling brands loved by consumers. We are using this brand-building expertise to launch a mainstream cider in a market which is enjoying double-digit growth."
A NEW locally-minded drinks business is looking forward to getting up and running in Ledbury.
Bevisol Ltd, based on the Orchard Business Park, in Bromyard Road, is a drinks production service firm, which was set up at the beginning of the month by managing director Chris Newell.
It has created 12 jobs, all from the local area, including a commercial director, production manager, administration manager and a team of process technicians who make the drinks.
Mr Newell, a former employee of Universal Beverages Limited, said the company produces bespoke drinks and it was currently on a relatively small scale, but there are plans to grow into the 40,000 square foot site as demand increases.
“It has all happened fairly quickly. This site was surplus to requirements, so I approached UBL in terms of a management buy-out. The plans are to try and expand to fill the capacity of the site and to bring in more staff in the future. We have a good customer base and we are looking to continue expanding that,” he said.
“The staff are all local and have a background in the drinks industry, which has made the start-up a bit easier. We start production next week once everything is in place, so it is a hugely busy time for all of us. We work with a mixture of big, medium and small companies and we are investing in new equipment to do more things for more companies.”
Bevisol deal in the supply of fermented products into the beverage industry, making ingredients, bulk solutions or the drinks themselves and supplying a range of brands. They can also produce non-alcoholic drinks.
No bottling is done on site, so the produce is taken to the customer by tankers, where it will be put into bottles or cans and the end product could be found in supermarkets or pubs across the country.