Brothers Cider

Brothers Cider is a well-known cider brand from England, distinguished by its wide range of creative and unconventional fruit flavours. From mixed fruit blends to flavours inspired by classic desserts, Brothers Cider is celebrated for its easy-drinking style, sweet and refreshing aroma, and lively carbonation reminiscent of soft drinks, while typically containing around 4–7% ABV.

The Founding of Brothers Cider in Somerset, England

Brothers Cider was founded in 1992 by four brothers of the Showering family—Matthew, Jonathan, Francis, and Daniel—in the town of Shepton Mallet, Somerset, England. The brand draws upon more than 300 years of family heritage in alcoholic beverage production.

The Showering Family’s Cider-Making Roots Since 1658

Historical records trace the family’s cider-making roots back to 1658, when Gabriel Showering, the family’s 14th-generation ancestor, began supplying cider to local inns in nearby towns such as Shepton Mallet, Wells, and Glastonbury.

Expansion into Hospitality: The First Family Pubs

In 1842, the Showering family expanded their business by opening their first pub, The King’s Arms, in Shepton Mallet, followed by other establishments such as The Black Swan, which became known for selling the family’s traditional cider.

Babycham: A Game-Changer in British Drinks History

Before the establishment of Brothers Cider, the Showering family had already transformed the British drinks industry with the launch of Babycham, a sparkling pear drink (Perry) developed by Francis Showering in the 1940s.

The Rise of Babycham and Its Cultural Impact

Babycham was officially launched in 1953 and quickly gained popularity—particularly among women. Its success stemmed from being a modern, sparkling Perry that was light, approachable, affordable, and carried a moderate alcohol level, aligning perfectly with the tastes and lifestyles of women at the time.

The success of Babycham led to major business expansion. In 1959, the company went public to support future growth, and in 1968, Allied Breweries acquired the Showering business for £108 million—a significant sum at the time.

The Next Generation and the Birth of Brothers Drinks Co.

After the original Showerings company was acquired, the next generation of the Showering family—Matthew, Jonathan, Francis, and Daniel—remained deeply committed to the drinks industry. They went on to establish Brothers Drinks Co. Limited in Shepton Mallet, Somerset.

Growing up in a family closely involved in the production of Babycham throughout the 1950s, the brothers absorbed extensive knowledge, experience, and passion for cider-making from an early age. The founding of Brothers Drinks Co. was therefore a deliberate effort to revive and carry forward centuries-old family cider-making traditions within a modern context.

Early Focus on Perry and the Challenge of Market Recognition

Initially, Brothers Drinks focused primarily on producing Perry (pear cider). However, the brand struggled to gain widespread attention until a major turning point in 1995, when Michael Eavis, founder of the Glastonbury Festival, invited them to operate a bar near the Jazz World Stage.

Glastonbury Festival: A Defining Moment for Brothers Cider

The invitation came with a specific condition: the bar could sell only pear-based drinks. This constraint turned into a defining opportunity, allowing Brothers Drinks to introduce their products to large crowds in the vibrant atmosphere of one of the world’s most famous music festivals—marking the beginning of the brand’s rise to prominence.

From “Perry” to “Pear Cider”: Making the Brand Accessible

At the time, the drink was marketed simply as “Perry,” but many consumers were unfamiliar with the term and often asked what type of drink it was. The team found themselves repeatedly explaining that it was “like cider, but made from pears.” As a result, they adopted the term “Pear Cider,” which immediately clarified the product’s identity and made it more accessible to consumers.

Becoming a Festival Favourite and Cultural Symbol

Once introduced under this name, Brothers’ Pear Cider quickly became popular among festivalgoers for its refreshing taste, distinctive character, and approachability. Gradually, Brothers Cider came to symbolize summer, freedom, and a carefree lifestyle for many consumers.

Expansion into Pubs and Supermarkets Across the UK

As demand continued to grow, customers began asking where they could purchase Brothers Cider outside festival settings. In response, the company officially expanded distribution to pubs and supermarkets across the UK in 2005, marking a major milestone as the brand moved from the festival scene into everyday consumer markets.

A Lasting Relationship with Glastonbury Festival

Despite this expansion, Brothers Cider has maintained a strong and lasting relationship with the Glastonbury Festival. In 2022, Brothers Festival Apple was officially named the Official Cider of Glastonbury Festival.

Today, Brothers Cider is present at more than 100 music festivals across the UK, demonstrating that while the brand has grown commercially, it remains firmly rooted in music culture and an independent, free-spirited lifestyle.

Pioneers of Flavoured Cider in the UK

What truly sets Brothers Cider apart from its competitors is its bold approach to flavour innovation. The brand is widely recognized as one of the early pioneers of flavoured cider in the UK, playing a key role in expanding cider’s image beyond traditional apple-based styles.

Iconic and Unconventional Flavour Creations

Signature flavours include Toffee Apple, Cherry Bakewell (inspired by the classic British dessert, combining cherry and almond), Rhubarb and Custard, Marshmallow, Strawberries and Cream, and many more.

Industry Recognition and the Cool Brand Award

Brothers Cider has become one of the fastest-growing cider brands in the UK. In 2009, it received the Cool Brand Award at The Drum Marketing Awards, an accolade given to brands with strong cultural influence, distinctive identity, and meaningful consumer engagement.

Marketing Strength and Brand Identity

This award not only reflected strong sales performance but also recognized the brand’s marketing strength, communication style, and unique positioning—cementing Brothers Cider’s reputation as a brand that is fresh, fun, and unmistakably different within the UK alcoholic beverage market.

Reacquiring the Historic Shepton Mallet Cider Mill

In 2016, the Showering brothers repurchased the historic Shepton Mallet Cider Mill from C&C Group plc. Although the acquisition did not include all former beverage brands once produced there, regaining ownership of the site held deep emotional significance for the family.

Reconnecting with Family Heritage

Matthew Showering reflected on the moment, saying:
“Our grandfather built this factory, so coming back here is incredibly special. We grew up around this place as children. The site was separated from the family business when it was sold to Allied Breweries in the late 1960s, so reconnecting with it again means a great deal to us.”

The Return of Babycham to Family Ownership

In 2021, the family reached another major milestone by reacquiring Babycham from Accolade Wines. Bringing Babycham back under Showering family ownership after more than 50 years was not only a strategic business decision but also a deeply symbolic one.

A Major Brand Repositioning in 2024

In February 2024, Brothers Cider underwent the most significant brand transformation in its history. The rebrand aimed to appeal to a more mature audience with more sophisticated drinking preferences.

New Direction: Refined Image and Sessionable Cider

As part of this strategic shift, the company discontinued some of its sweeter legacy flavours—such as Toffee Apple and Cherry Bakewell—and introduced a cleaner, bolder packaging design alongside a reduced alcohol content of 3.4% ABV.

From its humble beginnings at music festivals, Brothers Cider has evolved into an internationally distributed British cider brand, now available in over 20 countries worldwide, including China, Thailand, Singapore, and Canada.