Somersby Apple Cider wins LCBO Best New Product Launch for 2012/2013

TORONTO, May 30, 2013 /CNW/ - Last summer's cider sensation can officially say that it is the apple of the LCBO consumer's eye.  The LCBO awarded Somersby Apple Cider with the Best New Product Launch - Beer & Cider at their annual "Elsie Awards" celebration yesterday held at the Palais Royale in Toronto.

Created by Carlsberg and imported from Denmark, Somersby stormed onto the scene in 2011 solely on draught and developed a loyal following at bars & restaurants across Ontario.  In 2012, Somersby launched at the LCBO along with a number of new cider brands.  In less than a year, Somersby vaulted to the #2 selling cider brand at the LCBO and was the most significant contributor to the category's volume growth of 60% in 2012.

"The consumer reaction to Somersby has exceeded all of our expectations," said Henrik Thomsen, President & CEO of Carlsberg Canada Inc.  "We knew from our success in international markets that consumers were looking for something different and we were confident that Somersby was the perfect entry into the small but growing cider category in Canada.  What happened after the LCBO launch absolutely blew our minds."

Somersby's appeal comes from its natural, crisp taste and a sweetness that is not common with traditional ciders.  Served over ice, Somersby has become the refreshing new choice of LCBO consumers - when they can get it, as last summer's success was highlighted by numerous stock outs throughout the province. "We just couldn't keep Somersby in stock no matter how hard we tried but have taken every step possible to ensure that we carry sufficient inventory for the 2013 season", said Thomsen.

The cider category continues to expand in Ontario as consumers look for alternatives to beer, wine and other refreshment beverages.  Natural, gluten free ingredients and a unisex appeal have all driven the increased interest in cider.  Somersby's place between the stronger, traditional dry ciders and the sweeter, artificial tasting coolers has been a recipe for success.  This summer, Somersby will be expanding its offerings for cider drinkers in the province.  Arriving in mid-June, Somersby Blackberry Cider will be hitting LCBO shelves across the province.  Using the same apple cider base and natural flavours, Blackberry is equally as refreshing as Apple and a unique flavour in the category.

The "Elsie Awards" are the LCBO's annual awards honouring their top suppliers and brands.

Carlsberg Canada Inc is owned by the Carlsberg Group, the 4^th largest brewer in the world.  Somersby is produced in Denmark and imported via the LCBO to Ontario.  Somersby is available in most provinces across Canada in a 500ml Can.

SOURCE: Carlsberg Canada

Tonisha Bath
Strategic Objectives
416-366-7735 ex. 274
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