Brothers Cider has launched the first 'stubby' cider bottle and is selling it in a tear-open multipack.

 

The Somerset company claims the 250ml glass bottles - at 19cm tall - are a first for the cider category.

 

Ten stubby bottles of pear cider are sold in a fridge-ready tear-open corrugated case, made by McClarens Packaging in Scotland.

 

The multipacks are targeted at summer parties.

 

"We felt it was time to move the cider category on into a new pack format," said managing director Matthew Showering.

 

"These new stubby packs are perfect for barbecues and summer picnics - we are certain that our consumers will embrace this new format," he added.

 

The multipacks were launched last week exclusively in Morrisons, which helped develop the packs.

 

Standard Brothers Cider bottles hold 500ml and are 25.5cm tall.

 

Brothers Drinks Co was founded in 1992 and is a contract manufacturer and bottler, as well as making its own range of pear ciders.

From: packagingnews.co.uk