BROTHERS DRINKS BETS ON LIGHTER SIPS WITH LOW-ABV CIDER SHANDY LAUNCH

Brothers Drinks has introduced a new 1.2% ABV cider shandy range, blending fruit flavours with lighter alcohol content to meet shifting consumer preferences. The move reflects a growing demand for easy-drinking, lower-alcohol beverages, particularly among younger audiences seeking balance between taste, moderation and sociable drinking experiences.

In a drinks market increasingly shaped by moderation, flavour innovation and changing social habits, Brothers Drinks has unveiled a new low-alcohol cider shandy range that signals both a nod to tradition and a step towards the future of casual drinking. The Somerset-based cider maker is introducing what it describes as a first-of-its-kind 1.2% ABV cider shandy, marking a strategic move into the expanding low-and-no alcohol category.

The new range, launched under its well-known Brothers Cider label, comes in slimline 330ml cans and features two fruit-forward variants: Classic Lemon and Dark Cherry. Designed for convenience retail and value outlets, the products are expected to roll out across chains such as B&M and Home Bargains, with wider availability anticipated through the spring and summer months.

At its core, the launch reflects a broader transformation underway in the global drinks industry. Consumers, particularly younger demographics, are increasingly seeking beverages that allow for longer, more relaxed social occasions without the intensity of higher alcohol content. The 1.2% ABV positioning places the new cider shandy firmly in what industry observers describe as the “sessionable” category—drinks that can be consumed over extended periods without overwhelming the drinker.

Traditionally, a shandy has been a simple blend of beer or cider with lemonade, resulting in a lighter, refreshing drink with reduced alcohol levels. Popular across the UK and parts of Europe for decades, the shandy has long been associated with summer afternoons, pub gardens and easy conviviality. Yet, in recent years, it has largely been overshadowed by craft beers, ready-to-drink cocktails and flavoured ciders—until now.

Brothers Drinks appears to be betting on a revival of this classic format, albeit with a contemporary twist. By combining its established fruit cider credentials with the shandy concept, the company is effectively bridging two growing consumer demands: bold, recognisable flavours and lower alcohol content. The Classic Lemon variant leans into citrus sharpness and refreshment, while Dark Cherry offers a deeper, sweeter profile, appealing to those who prefer richer fruit notes.

The strategic timing of the launch is notable. Industry data has consistently pointed to a surge in demand for low- and no-alcohol drinks, driven by health-conscious consumers, changing attitudes towards drinking, and a cultural shift towards moderation rather than abstinence. Products that offer “full flavour, lower impact” are increasingly occupying shelf space in supermarkets and convenience stores, challenging traditional alcoholic beverages for dominance.

Pricing for the new range, expected to fall between £2.80 and £3 per can, positions it competitively within the ready-to-drink (RTD) segment. This category, encompassing pre-mixed and conveniently packaged drinks, has been one of the fastest-growing sectors in recent years, fuelled by portability, consistency and ease of consumption. By entering this space with a low-ABV offering, Brothers Drinks is aligning itself with both convenience culture and mindful drinking trends.

Equally significant is the brand’s effort to differentiate its product from alcohol-free alternatives. While the no-alcohol segment has expanded rapidly, there remains a segment of consumers who prefer a trace of alcohol for taste or experience, without the full effects of standard-strength drinks. The 1.2% ABV cider shandy sits precisely in this middle ground, offering what might be described as a “light-touch” alcohol experience.

Marketing for the range also taps into nostalgia while maintaining contemporary appeal. The retro-inspired concept of shandy, combined with modern packaging and flavour innovation, creates a dual narrative: one that recalls the simplicity of past drinking traditions while embracing present-day expectations of variety and design. This balance is increasingly crucial in a crowded marketplace where heritage alone is not enough to secure consumer attention.

For Brothers Drinks, which began as a festival-focused cider brand in the 1990s and has since expanded internationally, the move represents both continuity and evolution. Its longstanding association with music festivals and outdoor gatherings aligns naturally with the positioning of the new shandy as a drink for “in-between moments”—barbecues, pre-event socials and casual meet-ups. At the same time, the pivot towards lower alcohol content reflects an awareness that even these occasions are being redefined by changing consumption habits.

The launch also underscores how traditional beverage categories are being reimagined. Cider, once seen as a relatively static segment, has undergone significant transformation in the past decade through flavour experimentation, packaging innovation and crossover concepts. The introduction of a cider-based shandy further blurs category lines, merging elements of beer culture, cider heritage and RTD convenience.

As the drinks industry continues to adapt to evolving consumer expectations, the success of products like this will likely depend on their ability to deliver both authenticity and innovation. For Brothers Drinks, the challenge will be to convince consumers that a lower-ABV offering does not mean a compromise on taste or experience—a message that sits at the heart of its new cider shandy range.

Whether this signals a broader resurgence of shandy-style drinks remains to be seen, but the early signs suggest a renewed appetite for lighter, more flexible drinking options. In an era where balance is becoming as important as indulgence, the humble shandy—reimagined through cider—may once again find its place in the modern drinks repertoire