Carlsberg has continued expanding its Somersby range in Malaysia, launching a new limited-edition cider for the second time this year.
The new flavour, Pineapple & Lime Cider (4.5% ABV), has been released in 320ml cans across major Malaysian off-trade and e-commerce platforms with a concerted marketing effort.
Somersby, Malaysia’s top-selling cider brand, has a core range that includes Apple, Blackberry, Passionfruit & Orange, and Apple 0.0.
“We’re obsessed about bringing innovative joy to fans, ensuring our consumers always have exciting new flavours to explore,” said Olga Pulyaeva, Marketing Director at Carlsberg Malaysia.
“We’re ecstatic to introduce this limited-edition Somersby Pineapple & Lime cider, an offering that perfectly captures the tropical flavours Malaysians love.”
The brand appears to be making significant investments in sales and marketing, including product sampling at off-trade venues, pop-ups at large malls in Kuala Lumpur featuring cider-flavoured ice-cream and mixology stations, and e-commerce promotions.
Somersby Pineapple & Lime launch follows a similar strategy to the release of Somersby Mandarin Orange 0.0 during the 2024 Chinese New Year as an innovation play to improve sales in Malaysia and Singapore.
Calsrberg’s strategy to promote limited-edition releases is likely driven by consumer preferences for refreshing, fruit-forward beverages – with explicit advice to serve the cider on ice given Malaysia’s stifling hot weather – amidst fierce competition from Heineken‘s Strongbow and Apple Fox.
