Somersby Hard Apple Cider Continues U.S. Expansion

CHICAGO — Following its successful debut last fall in three initial test markets, Somersby Hard Apple Cider, a leading international hard cider within the Carlsberg portfolio, will continue its expansion in the U.S.

Driven by positive consumer response and strong sales performances in Charleston, SC, Madison, WI and Minneapolis, MN, Somersby will expand distribution in these markets statewide, with additional rollouts taking place in Florida, Georgia and North Carolina. The brand will be available statewide in all six states by March 2013.

“The consumer response in initial test markets has been very positive and further illustrates that Somersby is a refreshing beverage which satisfies the growing number of consumers looking for a cider brand to enjoy,” said Jim Sabia, chief marketing officer at Crown Imports, the exclusive U.S. importer of Somersby Hard Apple Cider. “The early success of the brand both on and off-premise makes expansion into additional markets an easy decision — and will help satisfy the many online requests we’ve received to expand Somersby into new markets.”

Somersby’s expansion is a strong indicator of the overall growth the cider category has experienced in the U.S. beverage market, and the continued expansion of the brand is supported by strong performance at both on and off-premise accounts in initial test markets. Since its introduction in 2008, Somersby has become the fastest growing international cider brand and is currently available in 32 countries around the world. The success of this brand in the U.S. is a result of Somersby’s global momentum and the explosive growth of cider in the market.

“It’s no secret that the worldwide cider sector continues to grow at an exponential rate,” said Lars Lehmann, head of Export and License at Carlsberg. “Introducing Somersby into additional U.S. markets will help satisfy the rising consumer demand for hard cider. Our partnership with Crown Imports has been received with great success to date and we look forward to even more positive results this coming year.”

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. Somersby is 4.5% alcohol by volume and 190 calories per 11.2-oz. bottle. It is best served ice-cold or poured over ice.

About Crown Imports

Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #5 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. Crown also imports the Tsingtao beer brand in the U.S.

About Carlsberg

The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Our flagship brand — Carlsberg — is one of the best-known beer brands in the world and the Baltika, Carlsberg, and Tuborg brands are among the eight biggest brands in Europe. More than 41,000 people work for the Carlsberg Group, and our products are sold in more than 150 markets. In 2011, the Carlsberg Group sold more than 137.9 million hectoliters of beer and other beverages, which is about 41 billion bottles.

About Somersby Cider

Somersby Cider was developed by Carlsberg Group in 2008 and is now available in 32 countries across the world. It is an easy-drinking alcoholic beverage, refreshing with sparkling bubbles and distinctive flavors dedicated primarily to outgoing adults. It is based on fermented apple juice and, just like beer the cider is based on natural ingredients, adding some extra refreshment to cafés and bars, across the world. Somersby is also available in off-premise channels such as supermarkets, convenience and liquor stores.

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