CHICAGO -- Somersby Apple Cider, a leading global hard cider within the Carlsberg portfolio, will be exclusively imported into the United States via Crown Imports LLC beginning this September in select 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, the company said, and it is currently available in 22 countries.
"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," said 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.
Crown Imports, known for its 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.
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Along with Carlsberg, its flagship brand, it also offers the Baltika, and Tuborg beer brands.
Carlsberg Group developed Somersby Cider in 2008, and it is now available in 22 countries. Somersby is also available in off-premise channels such as supermarkets, convenience and liquor stores.
Crown imports, distributes and markets the Modelo portfolio and other beer brands across the entire United States. The Modelo portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo and Pacifico beer brands, as well as the Victoria beer brand in select markets. Crown also imports the Tsingtao beer brand in the United States.
Crown Imports is a 50-50 joint venture between Mexico's Grupo Modelo SA de CV and Constellation Brands Inc., a leading international beverage alcohol producer, importer and marketer.
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