Magazine article Marketing

What It's Really like Inside: Brothers Cider

Magazine article Marketing

What It's Really like Inside: Brothers Cider

Article excerpt

- Describe the marketing team in three words.

Matthew, Nikki, Phil.

- Does the team socialise outside office hours?

We are always finding ourselves at different ends of the country, so there is no Brothers 'local'. However, we always make sure to get together for a cider or two a few times a month.

- What are the hours like?

We spend many weekends working at festivals in the summer, and we travel quite a bit - but that kind of work is always balanced with a strong social side.

- What is the main marketing challenge you face?

Creating a distinctive branded proposition in a crowded cider marketplace.

- How do you come up with new marketing ideas?

We generally go to the pub, drink some Brothers Cider, listen to what our consumers have to say and get creative. Our overall rule is that if it looks like another drinks brand could have used the idea, we won't.

- Is there a dress code?

Not especially - anything goes. Although wearing your fancy dress from the previous festival can sometimes be a step too far.

- Brothers Cider is a firm festival favourite. Does the team get to go to them all?

We visit every event we are sponsoring to make sure our ciders are served correctly, to see a few bands and keep in touch with our consumers. …

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