Somersby picks Australia for first high-ABV Double cider launch

Carlsberg is using Australia as the first market to take Somersby into the high-ABV cider segment, launching the 8.2% Somersby Double Apple alongside a new campaign from Clemenger BBDO.

The ‘For a Night In-In’ campaign, created with production company MOFA, moves the cider brand away from familiar summer and outdoor imagery and into the early-evening occasion before a night out. The work will launch later in September across film, out-of-home, in-store and social.

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A stronger cider for the pre-drinks occasion

The campaign targets an at-home social occasion among Gen Z and millennial drinkers, based on the idea that the time spent with friends before heading out can be the strongest part of the night.

Clemenger BBDO executive creative director Amy Weston said: “Out-out always sounds like a good idea, until you’re standing in a queue at 2:00am. A night in-in is the sweet spot. Just mates, playlist privileges, and no plan. Somersby Double felt like the perfect partner for that-that.”

Asahi Beverages says the launch comes as the high-ABV cider segment is growing, while the new product retains the apple flavour associated with the existing Somersby range.

Asahi Beverages head of RTDs and cider Sarah Wilcox said: “With the strong growth we're seeing in the high ABV cider segment, it's exciting to see Somersby Double Apple 8.2% hitting shelves across Australia.”

Australia becomes Somersby’s test market

Somersby is owned by Carlsberg and distributed in Australia by Asahi Beverages. The companies describe Australia as one of the brand’s largest and most mature markets globally.

Carlsberg Export & License international marketing manager Sidsel Marie Lyhne said Australia was also being used to test the brand’s move into stronger cider.

“As one of Somersby’s largest and most mature markets globally, Australia is the first market to extend the brand into the high ABV cider segment, showing how innovation can unlock new occasions and bring more consumers into the category.”

Somersby Double Apple is now available in stores, with the companies planning to introduce additional flavours in 2027.

The campaign lands amid Asahi’s agency transition

The work arrives after a wider reshaping of Asahi Beverages’ agency roster. Mediaweek reported in June that Asahi had appointed BMF and Kerfuffle as creative partners following a competitive pitch, while parting ways with incumbent agencies Clemenger BBDO and Droga5.

Somersby was not among the brands specifically allocated to BMF or Kerfuffle in that announcement.

Asahi also appointed Mindshare as its national media agency from 1 July, replacing PHD. The Somersby campaign credits both PHD and Mindshare on media, with Clemenger BBDO leading creative.

MOFA handled production, ARC the edit, Mosaic Music the music composition and sound design, and This Time Tomorrow worked on strategy.