On the contrary, it devalues it and runs the risk of appearing to be very similar to what happened with alcopops.

We’ve not seen much discounting as yet,” she adds. “The signs are that consumers are still prepared to pay a premium for these products.” Kopparbergs Bryggeri was established in 1882 in Kopparberg, Sweden. 36 craft brewers joined forces to what today still remains as Kopparbergs Bryggeri. Generations of local families have worked for the brewery and our people will always be one of our keys to success. Our advice would be to ensure the flavoured ciders you do offer are of a premium quality and provide a genuine point of difference,” he says. When Bronsman took over in 1994, there were six members of staff. One retired, another quit, but four are still there. They have watched the brewery grow and grow and grow. When they go on holiday, to London or Greece or Spain or Thailand, staff and others from the area see people drinking the cider that bears the name of their tiny hometown in central Sweden and are liable to swell up with pride. The first cider is produced in Kopparberg, but the country’s yearning for beer sees it becoming the major focus for much of the following 60 years. 1882 – The beginningKopparberg receives gold and silver medals for Zeunerts Original and Sofiero Original beers in the Beer World Cup in San Diego in 2004. 1997 – First Export We’re working with retailers to look at ways of bringing in innovation without making the fixture unmanageable.” The popularity of fruit ciders has led to another Swedish brand chancing its arm. Proof Drinks is bringing Briska to the off- trade after a period of on-trade exclusivity. We know from Mintel research that almost half of cider consumers are willing to pay more for premium brands and Kopparberg is well placed to take advantage of that. As an imported brand, Kopparberg will always retain a premium price point.”

Kopparberg Gin with Strawberry&Lime and Mixed Fruit launches to follow up with the pink gin trend. The gin is in company of a RTD Gin and lemonade mix. 2016 – KopparkegKopparberg supplies Sofiero, the number one beer in the domestic market, along with a broad range of fantastic brews. But cider accounts for the majority of its output. Nobody wants to see fruit cider go the way of standard lager, where discounting has become the norm.”

We are the pioneer of Sweet Cider and Fruit Cider. We are the inventor of Frozen Fruit Cider. THE BEGINNINGPeter Bronsman, the brewery owner, is announced as the winner of the prestigious Ernst & Young Swedish Entrepreneur of the Year award. He represented Sweden in the world final held in Monaco on the 8th of June 2013. 2013 – Beer success The 5% abv lemon & lime tipple will join lower-strength fruit-flavoured beers of recent years, including Carling Zest and Carlsberg Citrus - both 2.8% abv - and the 2% abv Foster’s Radler, but are “nothing like anything other brewers had produced”, said customer marketing manager Rob Salvesen.

Rob Calder, head of marketing at Kopparberg, says: “Strongbow’s entry may bring more consumers into fruit, who then choose to trade up into premium brands. If you are a licensed outlet with Kopparberg kegs, you may be eligible for reimbursement on the excise duty paid for the remaining liquid. Per current Government guidelines the duty reclaim process will apply to all best before expiry dates up to and including 4th July 2020. There is not an inherent demand for some of the more recently launched products that, in our view, do not add true innovation and value to the category.” h is, before then moving on to the next when that one no longer excites them,” Chevallier Guild adds. Bulmers has built steadily after arriving late to the now-passé over-ice phenomenon created by Magners, juggling popular permanent lines and heavily supported limited editions.

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A local newspaper told the story about an empty little brewery. It caught the eye of Peter Bronsman as he sat in his Gothenburg office. The article fueled Peter and his brother Dan-Anders’ lifelong ambition to own and run a national champion brewery, so they bought it and hired 12 local people to get things started. 1988 – The precious water A big focus this year is Kopparberg fruit lager, the 5% abv brew blended with lemon and lime, which is receiving a big marketing push this summer. The team at the brewery tried more than 50 different recipes before creating the perfect fruit lager, where the bitterness of the hops does not contradict the citrus fruit and you are left with a rounded, balanced tastethat is delicious and refreshing without beingin any way cloying. It is an exciting addition to the current range, taking Kopparberg’s fruit expertise into the beer category. It provides a great alternative to standard lager as it offers added refreshment but does not compromise on taste. Kopparberg is all about fruit. So, when Kopparberg went into beer fruit also joined. 2015 – First Frozen Fruit Cider