SOMERSBY BRINGS SUMMER TO YOUR TONGUE WITH WATERMELON

Somersby Watermelon: A new favorite flavor for Germany
With this new, fruity and sparkling cider, Somersby brings a feeling of summer, spontaneity, and lightness to every season – ideal for relaxing moments in the park, dancing at festivals, evenings with friends, or little breaks in everyday life.

As an innovation leader in the cider segment, Somersby knows that the young target group is looking for variety. As a result, the brand is growing year after year with new exciting and trend-conscious varieties. Product tests with Watermelon also show that over 75% of 20- to 39-year-olds would buy the product. Watermelon is already available in over ten other countries and is one of the most successful varieties in the global portfolio. On social media, users who are familiar with Watermelon from other countries have repeatedly asked when the product will be available in Germany. The market launch in Germany is therefore the next logical step in the further development of the Somersby portfolio.

The taste of summer now available as cider
Somersby Watermelon offers the perfect balance of fruity watermelon flavor, pleasant sweetness, and light effervescence. The new variety will be available in 0.33l bottles and 0.33l cans. It will go on sale in German stores on January 12, 2026. Somersby Watermelon makes warm days even more carefree and makes even gray days seem sunnier.

Contents: 0.33 l
RRP: €1.59

Watermelon as a growth driver
With Somersby Watermelon, the brand is specifically expanding its presence in stores: for the launch, around 1,500 eye-catching placements at the POS are planned throughout Germany, with special visibility tools ensuring additional visibility. The striking color scheme of the variety creates clear purchasing impulses directly on the shelf and supports greater awareness in the modern cider segment. With targeted activation at the POS, Somersby is focusing on measurable reach in retail and strengthening its leading role within the category – with the aim of creating new purchasing opportunities and further revitalizing the dynamics of the cider market in Germany.

A market entry with a feel for the spirit of the times
The launch will be accompanied by an attention-grabbing campaign with high social reach and targeted sampling activations in relevant environments. These include festivals, events, urban meeting places, and social media formats, where the brand will be present exactly where the target group is active. All these touchpoints resonate with a motivating campaign message: Taste summer with Somersby Watermelon!

"With Somersby Watermelon, we are launching a product that celebrates the joie de vivre and spontaneity of our consumers. Somersby stands for relaxed enjoyment in good company, and Watermelon reinforces this spirit. The variety strikes a chord with the spirit of the times: watermelon is one of Gen Z's favorite flavors, and with the new variety, we are not only responding to the desire for variety, but also setting new trends on the cider shelf," says Lennart Holfert, Brand Manager Somersby.